Online communities also follow Newton’s Third Law
June 30, 2009 –Newton’s Third Law of Motion contends that for every action there is an equal and opposite reaction. I’ve been observing for some time this paradox: The more networked we become, the more we rebel against impersonality. We yearn for ways to connect in the physical space. The latest example is from the shrewd publicity efforts behind Moby’s latest album. New York Magazine reports the following:
He promoted his latest, Wait for Me, by booking a spa so that journalists [including some extremely tech-savvy writers], could listen while getting massages.
How ironic that the way to these journalists’ hearts should be through unkinked necks and loosened shoulders. Not that such novel — and decidedly low-tech — promotions of new albums are particularly new. You may recall the impact that Trent Reznor (a.k.a., Nine Inch Nails) had when he leaked new songs to a pre-release albums through MP3s loaded on USB sticks left in the restrooms of nightclubs. That was more than two years ago. (Here’s an account of that promotion, on MediaPost. Registration is required.)
My take on Moby’s high tech / high touch ploy is simple: If you’re trying to break through the drone of network buzz and isolating keyboarding, look to its extreme opposite.
Posted in Online Community Month, Social Networks | No Comments »
Want to know how you’ll be working in two years? Watch this video
June 21, 2009 – 4:47 pmLast year, for June's Online Community Month, the focus was ...
2 Comments »Is datamining Twitter conversations worth it?
June 10, 2009 – 1:27 pmWhat started with a piece by David Berkowitz on MediaPost ...
No Comments »OMMA presents the vanguard of online metrics and measurement
June 3, 2009 – 8:08 amI've recently disparaged the Kabuki dance of trade conferences. But ...
No Comments »Why likemind? The people you’ve yet to meet hold the keys to your future
June 2, 2009 – 8:42 amLast week I heard it again. A new business contact, ...
No Comments »It’s time again for Online Community Month
June 1, 2009 – 6:45 amIt's June 1. That marks the beginning of my second ...
1 Comment »Estimating the true value of a web visitor
May 29, 2009 – 7:03 amMarketers are still grappling with finding the real value of ...
4 Comments »Watching Twitter sell things like pizza and beer
May 27, 2009 – 1:17 pmMost online marketers recognize Twitter's power to connect people. This ...
2 Comments »Is the 1-to-1 future here yet?
May 26, 2009 – 2:54 pmFifteen years ago a single book changed the course of ...
1 Comment »Planning an event? Use online marketing as your hamburger helper
May 22, 2009 – 6:56 amOnce the event is over and the hall is cleaned ...
1 Comment »Most “social media terrorists” just want to be acknowledged by a brand
May 19, 2009 – 11:32 amWhen I give presentations about social media, a frequent question ...
2 Comments »