What causes brands and people to lose their popularity?
Image by Khiera Falconari Have you seen “The Grey?” What a dark movie! Of course, if you’re a wildlife fan, the wolf pack scenes were fantastic. And how menacing was the wolf pack leader? I don’t think he’d be invited to the high school prom. Yet the alpha male is the most influential of all the wolves in the pack. Point being, influence isn’t always determined by popularity. Sometimes influence finds itself in the opposite. That applies to human influence, too.
We live in strange times in which an online following is considered the mark of success. This era of weblebrity seems caustic at times with companies, nonprofits and individuals chasing personal brands for their time. Yet, as we dig deeper we see that real influence online does not necessarily tether itself to the most well known, rather the most engaged. Some research released today, The Effectiveness of Celebrity Spokespeople in Social Fundraisers, conducted on case studies within the PayPal network validates this truth. The paper, my final as a Zoetican and co-authored with Henry T. Dunbar, concludes that online celebrity fundraising efforts are hit and miss. Further some of the biggest names get outpaced by lesser known web-based personalities or […]
Image by Alex Qin As the echo chamber buzz about Empire Avenue rises, perhaps we should ask questions about what these “influence” tools actually accomplish. From Klout to Empire Avenue, we are literally assigning numbers and now stock values to people’s social network activity, creating a specific metric of influence. Beyond the increasing ethical issues that these games and tools offer, there are many questions they bring to mind. Are the metrics actually useful? Can you quantify what should be qualified? Are we leading ourselves astray? What are the repercussions on individuals’ well-being? Time and again, it has been proven that social network popularity — follower counts, retweets, etc. — does not necessarily equate to actual influence. In actuality, influence […]
A better social web exists. It exists within each of us. Today, this social web isn’t popular, instead it has fascinating small pools and eddies of action and meaningful dialogue. But this can be The Social Web, a place better than a popularity driven attention sphere focused on the best looking unicorn (Bieber or Kardashian, take your pick). Our virtual worlds can become a place of vigorous discourse. Rather than dismissing social media‘s incredibly empowering capability in the hands of the Fifth Estate, the better social web seeks to increase online literacy for Everyone using these tools. The Middle East is just an example of what driven people can do with intelligent networking tools. So much more can be accomplished […]
(Cartoon by David G. Klein from the New York Times) Search is the underpinning of the Internet today, from the 1 billion traditional searches everyday on Google to providing references about a person on Twitter and delivering their stream feed on Facebook. Search has moved from simple page rank to an increasingly complex algorithm that weight’s social and semantic data points to deliver the outcomes most likely to please you. Personalization of search continues to evolve, but in turn it defines people and their choices. Search — the technology itself — doesn’t bear responsibility for this. People do. People who use the Internet and its many free tools without understanding how the information is provided to them. They blindly accept […]