The Law of the Few.
The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts:
— Malcolm Gladwell, The Tipping Point
- Connectors = SML#Hub = SML#HR
- Mavens = SML#Journalism = SML#Media
- Salesmen = SML#Marketing = SML#PR
Control all three. Control the network.
— SML Network Theory
“Control all three. Control the network.” / SML.20121204.PHIL
People often ask me why I am so active on social networks, what I am trying to do, and what my “end game” is. My objective for SML Universe (org) is to give a voice to people who have no voice because of social bigotry. In order to do what I set out to do in order to effect change, Malcolm Gladwell’s book The Tipping Point suggests that I need to become all three types of people: connectors, mavens and salesmen. And this is what I try to do.
1. Connectors = SML#Hub = SML#HR
I try to go to different universes to meet random people. People who don't do what I do is interesting to me because I don't know anything about them. I am usually interested in things which I don't know anything about so I ended up meeting lots of people who do not seem to relate. Because of this, I find myself often functioning as an HR for jobs, and I am more than happy to send introductions to people because I believe that when awesome people come together they often create amazing, beautiful, and creative things.
2. Mavens = SML#Journalism = SML#Media
When I see interesting things happening when I explore the random universe, I like to blog about them. I enjoy photography so I tend to record a visual record of what I see. Photojournalism is therapeutic and it gives me opportunities to write, so I do a lot of it. It was said that pictures say a thousand words and I certainly believe so. Often people don't have the time to read my essay length blog posts but most don't mind looking at photos. So that works out nicely. I also started turning my photography into videography interviews. I enjoy every opportunity to create as the act of creation gives me the thrill. It is my happiness life hacks. The bonus is that I get to write music as soundtracks so those are all very fun.
3. Salesmen = SML#Marketing = SML#PR
When I publish content I always simulcast to multiple social media networks. Most people believe that they only need to be on a single network, so in order to to reach the entire critical mass I post the same thing to multiple networks, all with very different audience. This works out nicely. Content where people like on Flickr are often very different than those for Instagram or Foursquare or Twitter or Facebook or Tumblr. Since I can't really tell when and why people will like something, covering the entire UGC content media network is important, and is also what I advise / recommend companies in the business of reaching critical mass do when I do marketing strategy for them.
