Birds of a feather, flock together
As natural as the sun rising and setting, so the birds of one species or another, flock together. I’m sure we have all seen birds fly in formations together in the sky, often for the purpose of heading south for the winter, taking turns to lead the flock and sharing the load of finding the way. Younger birdies at the back learning the route and old birds (!) at the front leading the flock – sound familiar? It should do because us humans behave in exactly the same way – we are social creatures and we naturally gravitate towards those who are most similar to ourselves.
The evidence is everywhere – networking events, conferences and exhibitions see attendees from the same sector congregate, often with locality often in common. It is what we have in common which draws us together, as we know together, we are stronger. To give another example: the bigger the industry exhibition, the louder the associated campaign and in turn, the greater the visitor numbers and more valuable the participation for businesses.
Social media marketers know this truism as a tribe and is at the core of a fundamental element of good social media marketing: achieving groundswell. Social sharing, aided by social proof, deliver social reach – the keys to the door of enjoying viral success. The modern marketer understands we must first make and then maintain meaningful connections via social media, rather than treating it as a broadcast channel only. Unlike many traditional, offline networking events, brands have the privileged position of selecting exactly which individuals, groups, sectors and conversations to join and to build their own powerful social media community.
Have you joined a tribe? Let me know over on Twitter @Gertudeandivy