Video Presentation on Nancy Byam’s book, Personal Connections in the Digital Age
Tribes: We Need You to Lead Us
Book review by Shannon DePaul and Scott Roger
We were assigned to read Tribes by Seth Godin. The book takes a look into the importance of leadership and its profound effect on groups or Tribes. The intended purpose of the book, from what we took away from it, is to aid the average person in becoming a well-developed leader in these changing times. Godin offers a plethora of tips and instructions with real life examples from his own life and others.
At the start we called into question Godin’s credibility as it seemed opinionated but as the book progressed we grew to trust his convictions. His application of real life situations and use of evidence help to make this happen. Godin demonstrates good leadership and successful tribes, by showing us the mishaps of failed tribes. Thus Godin makes for a clear distinction between what to strive for and what to avoid in regards to leadership and working in groups.
Tribes have been formed for millions of years around the world. Even before people started using language they assembled into groups that were connected by a main idea. These groups were also connected to a leader. This is the most important person in a tribe. Throughout the book, Godin tries to explain how in today’s society, it is important for the leader to accept and appreciate change while be innovative instead of traditional. Some companies fail because they are stuck with the same management for years who do not create new ways of doing things. Leaders are different from managers, because they do not fear what could happens if they break from the status quo. This stance on leadership was inspiring as it challenges us as readers to do more as leaders now and always.
Throughout history, tribes formed in communities and could be either large or small. Today, with the rise of the Internet and social media, it is easy for a tribe to be made up of thousands of people. In the book Godin uses the example of the band The Grateful Dead, to show how they used a tribe to create a following. The band used live performance to show that the fans could experience the music together.
The themes presented in the book are relevant to social media because everyday people communicate with their online connections. This is a form of a tribe. This can be found evident, in blogs and Twitter. People are distributing their ideas to their followers quickly and efficiently through the Internet. Godin is interested in tightening organizations by spreading ideas.
All in all, this book was informative. We adopt some of his ideas into our own lives, and take from it his lessons on effectively leading a tribe to success.
The Dragonfly Effect: Quick, Effective, and Powerful Ways to use Social Media to Drive Social Change
For my book report I read The Dragonfly Effect by Jennifer Aaker and Andy Smith. In society today, Social media is a very popular and powerful tool. This well-written book teaches the average person to achieve their goals in life by ultilizing social media tools that will make a positive change for the social good. The intention is to create a social change or a movement that will gain support and ultimately empower others to take action.
The authors, utilize a distinct image of symbolism, the dragonfly – a symbol of change, and builds upon this concept to create a framework of how to make a change for the social good. The Dragonfly Effect creates a foundation for companies, organizations and individuals to embrace the true power of the social media to capture a mass audience at little or no cost. The idea demonstrated throughout the book is that a single goal can be accomplished by taking the necessary steps to execute a optimal outcome.
To take advantage of Social Media to gain social support, the authors introduce a unique model to display their idea to their readers.The dragonfly is the only insect able to propel itself in any direction -with tremendous speed and force- when its four wings are working in concert, demonstrating that small actions can create big movements. With this picture in mind, the authors begin to describe the four wings on the dragonfly that enlightens the reader to:
1. Focus on a single goal
2. Grab attention of the target audience
3. Engage your audience in the cause with the outcome in mind
4. Take action and empower your audience to make a difference
This can be achieved by adopting a design thinking approach that will foster a connection with an audience by focusing and understanding their needs. If all of the wings of the dragonfly are working in concert with one another, it will enhance the ability to create a ripple effect that will become infectious to the point that people will feel empowered to participate in the cause.
Throughout our presentation we outline each wing and explain the importance of social change. The Dragonfly Effect proves to their audience that simply utilzing Social Media to your advantage and strategically creating a plan for change can benefit the world. This book was not only an inspiration to spark change but also relatable on so many levels for the audience reading.
The book that I had to read was called Groundswell: Winning in a World Transformed by Social Technologies. I found this book to be interesting. With the way that the economy is right now this book gave some good information on how companies can continue thrive. Groundswell is defined as “a social trend in which people use technologies to get things that they need from each other rather than traditional institutions.” That is according to the authors Charlene Li and Josh Bernoff.
When I saw that definition the first thing I could think of was eBay. Often times when people look on eBay they are looking to find an item for cheaper than what they would pay for from a store. Another source I could think of was Amazon. There are “stores” coming on to Amazon but they aren’t the stores that we think of when we go to the mall. Since people will use these sources to buy a lot of their goods they continue to use technology to buy their goods rather than going out to the actual store and purchase them. Another source that this made me think of was Yelp. While you don’t buy things from Yelp, people will use this to get good reviews on businesses to determine whether they will get that individuals business. This kind of source could make or break a company. Since so many people will see the reviews a particular place gets on Yelp, someone could easily see a bad rating and choose to stay away from that place.
Since the two authors were market researchers it would make sense that they would look to offer solutions for companies to continue to thrive given this recent trend. One point that both Li and Bernoff made was that the groundswell is hurting businesses. They offered four solutions that could help companies continue to thrive. Those four solutions were listening, talking, energizing, and supporting.
Companies should listen to their potential customers because they can give them potential feedback to help the company figure out what they are looking for. It would also allow the company to see if those potential customers are using technologies to get their goods. By talking to potential customers, companies would be allowed to find out what those clients really think of their product and allow them to know how to market their services.
Customer reviews are something that companies really love. These reviews allow for the companies to find out what the potential clients think of their company. If a company were to create a social media profile it would allow for customers to contact the company with ease. It would also allow those customers give feedback to that company.
For people interested in the current market and economy I would definitely recommend this book to them. It gives insight on how companies can survive the growing trend of technology. Another crucial aspect is that it shows how us as customers can influence a company. The book was well written and gave very good and detailed information on how to keep the business from going to social technologies.
The book that Zoe Rubin and I (Charlotte Zeigler) read was Erik Qualman’s Socialnomics: how social media transforms the way we live and do business. This book basically gives reader’s insight as to how social media changes the way we, as human beings, behave as well as how business and macro trends have evolved.We both found that this was an easy and comfortable read because we could relate to many examples that were given since we do both engage in social media.
The book starts off by saying that the economy is people-driven. If it wasn’t for the people of the world, where would the economy be? Over time the internet has worked its way up and has revolutionized the way people actually drive the economy. So many things can be done on the internet now and everyone knows that Google is a lifesaver. Like the internet, social media (and Socialommerce or better known as social commerce) has become the newest revolution. “Social media eliminates millions of people performing the same tasks over and over” (xviii). People appreciate it because it’s much easier to stay in touch with friends, share and exchange info, as well as hear about events. Many social websites, like Facebook, have simple ways to keep people up to date with different events through Facebook events or tweeting about the event or just simply Instagramming a picture of an event. It’s like a new “word of mouth” but without the mouth! Hashtagging on Twitter has become very popular and is another way that users can keep in touch with certain subjects or events that they take interest in.
Social media also brings about two behaviors that the author touched on and we quickly want to touch on because we found them to be peculiar and pretty accurate: preventative and braggadocian behavior. Examples of preventative behavior is a mother monitoring her daughter’s profile to prevent her daughter from engaging in inappropriate behavior that can end up online or a business assigning a person to watch conversations in case someone mentions something good or bad about the company. If bad, the company will then take necessary steps to prevent that person or customer from straying away. Examples of braggadocian behavior is someone being obsessed and competitive when it comes to the amount of friends they have or if someone has followed them back or not. Everyone potentially wants to become an “A-listers”- people with a large fan base on societal media.The author does explain that there is a downside to social networking, such as fake identities, social schizophrenia and becoming sucked into maintaining this social life.
While working on our presentation, Zoe and I thought it was very weird how we googled AT&T then logged onto Facebook shortly after. After logging on, AT&T had an advertisement on the right hand corner of the screen. It’s as if social media websites take your most recent searches and affiliate them as ads.
Barack Obama’s campaign is a great example in the book that shows readers how social media can both strengthen a brand and political and business strategy. Many say that if it wasn’t for Obama’s impeccable social media usage for his ’08 campaign, he wouldn’t have won the presidential election. He dominated this medium while his competitors lagged far behind. Even a Chief Technology Officer was introduced to the Presidents’ cabinet. In 2008, the Obama presidential campaign spent $643,000 to promote his Facebook account and by the time he was elected he had over 3.1 million fans on his Facebook and 16,505,044 followers on twitter. Even BarackObamadotcom channel on Youtube had over 20 million views. Engaging people and making personal connections, especially the younger crowd, has the potential to give a positive impact on just about anything, just as it gave Obama.
Overall, this book was a good read and the author did a great job explaining how this “socialnomic shift” is slowly changing the way we communicate, live our daily lives and do business with fellow people.
I asked Mr. T.J. Adeshola, an account manager with Twitter, to speak with my Social Media class and he graciously agreed (T.J. and I were…