Inroduction- The Transformation to an Industrial Society

This blog will focus on social networking, and specifically on its impact on branding and and the creation and spread of social epidemics. I recently read "The Tipping Point", by Malcolm Gladwell, which analyzed the development and subsequent spread of social epidemics (what could commonly be referred to as trends). I found the concepts he presented very intriguing.

Gladwell asserts that, ultimately, the creation and success of a social epidemic is dependent on several key factors and processes that have been present in the market society throughout the ages. He claims that the ultimate success or failure of a particular trend or idea is entirely dependent on three factors:

1. The creation of a "word of mouth epidemic" that is successfully spread through small yet surprisingly powerful networks of socially gifted, thus highly influential people. This is essentially the need to have an effective messenger for your idea.
2. That the idea or message is packaged in a memorable way that may inspire action or change, and can be considered "sticky".
3. That the message is presented in the proper context or environment.

The advent of social networking has drastically altered the way information and ideas spread throughout society. Social networking is an entirely new frontier, one that does not adhere to a particular set of norms. Nor does it abide by any of the traditional models of communication that in the past have served as the cornerstones of creating effective and successful marketing and branding strategies. This has enormous implications on the ability of an individual or corporation to successfully develop, control and expand an idea or brand. Because social networking has effectively nullified the traditional methods and business models used to develop, control and expand a brand, it has radically altered the future landscape of business and marketing.