The recent success of social media and web outcry over SOPA/PIPA in the US and global communities is certainly a strong
statement of efficacy, but is it repeatable?
Google, Wikipedia, Reddit and others have tapped into the vein of activism
brought to the forefront by the Occupy movement as well as Anonymous, but we didn't have to occupy, hack, or human microphone.
Part of the genius is in making it easy: Click to sign a petition. Click to email a prewritten, edited, formatted opinion
to your state representatives and senators. Click to robocall. Click to tweet, share, and repost all the action you just took.
But even these easy actions have a cost to the organizers.
What the Google and Wikipedia set really stand to lose
is cogency of their reach. They've built their brand on outstanding product, platforms, and credibility. To move their communities
to act, they leverage their brand on the message, and the request to take action. This is the currency of community attention--you're
a little less outstanding and a little less believable. It then comes as no surprise that Google faces more refrain of "Don't Be Evil" in announcing an update on its privacy policy this week.
It's basic social networking psychology--take a look at your
Facebook news feed. Each user, in sharing their status, YouTube clip, news article, meme, is leveraging their own social brand.
What stories offer the best reach? Humor, insight, breaking news, positivity. They offer sustainable reach that also serve
to compound user interest and interaction in future stories. Think of elementary school "Show and Tell." You want
to be the kid with the new Transformers toy, unicorn rollerskates, or multicolored lizard.
In essence, it's the whiners
that never win. That's not to say the message and the take actions aren't important--because they are--but now the novelty
has worn off, and the user has done what was asked. The next time Google needs our help, that check has already been cashed.
It's time for the brand to build their currency back up, perhaps with some innovation, philanthropy, Driverless Cars, or outstanding new Doodles? I just might sign a petition for another Freddie Mercury's Birthday, wouldn't you?
And in case you were wondering, I was totally the kid with the unicorn rollerskates.
