The Race to 1,000,000 Followers Sends Twitter and Social Media into Relevance and Irrelevance
By Brian Solis, blogger at PR 2.0 and principal of FutureWorks PR, Co-Author Putting the Public Back in Public Relations and Now Is Gone
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It started as a simple and seemingly harmless contest. Who would be the first person on Twitter to reach 1,000,000 followers?
This wasn’t yet another follower push open to just anyone on Twitter however, not even the Weblebrities who helped propel the popular micro community to an emerging, iconic pop culture status; it was (and at the moment, still is) a race between the world’s most visible celebrities and prominent media brands.
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Ashton Kutcher, a television and movie star who’s also keenly astute and observant to the promise of new media, challenged CNN and its founder, Ted Turner to the race.
It was the match heard round the blogosphere, twitterverse and statusphere.
Shortly thereafter, Britney Spears, Will Smith and a bevy of opportunistic celebrities (and their publicists) and media properties (driven by their PR teams) followed suit. Britney’s team offered chances to win free tickets in exchange for followers. Other celebrities (who shall remain anonymous, DM’d followers to ask for help in spreading the word.)
The competition quickly became a media phenomenon.
Ashton and Twitter Co-Founder Evan Williams appeared on the Oprah show, which celebrated a new genre of media and online celebrity with almost every leading competitor surpassing 1,000,000 followers on the same day. The publicity was enough to inspire Oprah to start tweeting.
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Sarah Ross, Ashton Kutcher, TechCrunch50
Initially I questioned the exchange. I couldn’t help but feel as though “we the people” on Twitter were merely viewed as pawns in a personal chess match between the elite.
Think about it. If Twitter had 6-7 million users, we’re talking about 1 in every 6 or so users following one of the contenders.
I threw the question out to Twitter, “How do you feel about the race to 1,000,000?”
The response was almost overwhelming in its volume and vigor, spanning across Twitter and Facebook over the course of several hours.
While the publicity for Twitter and the overall medium that is Social Media is incredible and sprawling, I believe that the purpose and deeper meaning of having 1,000,000 followers on
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Twitter or any social network, will be lost to the fervor that fuels this “contest” – unless we’re comfortable holding the title of “follower” a.k.a. social pauper. I highly doubt that any brand will view this special achievement of having cultivated 1 million followers as an opportunity to “engage” in “conversations” with their communities. Intention is easily assessable by simply viewing the latest tweets via www.twitter.com/username.
But in Ashton’s case, it’s so much deeper. I believe his intentions are genuine.
Ashton echoes the sentiment of why many of us have invested in Social Media literacy over the years, "Twitter is removing filters between celebrities and fans, big media companies and their customers."
Now that he's won, he’s promised to donate 10,000 mosquito nets to help fight malaria and hopefully there's much more social good to follow. Using social media to build a platform for self-promotion or a top-down distribution channel for propaganda and messages is, in the spirit of the social web, anti-social. To demonstrate that any individual can earn influence for which to wield freely and graciously in the name of social good is symbolic of the true spirit of Social Media.
In his own words, Kutcher so passionately defines what has inspired many of us over the last several years in our work to help cultivate the foundation for social media and the very people powering its evolution, “So why is this significant? This is a huge statement for Social Media. For one person to actually have the ability to broadcast to as many people as a major media network, sort of signifies the turning of the tide from tradition news outlets to social news outlets. With our video cameras on cell phones, picture cams, blogging, twittering, posting, and
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Facebooking, we actually become the source of the news, the broadcasters of the news, and the consumers of the news…we have the potential on this day to turn the tide…where social media and social news outlets can become as powerful as the major news outlets. We’re doing that with the help of you. It’s sort of power to the people and I like that, a lot.”
We participate on social networks to express ourselves and share a piece of who we are in the real world, online, to forge relationships with people we respect, trust, and admire and it inspires us to share, learn, and grow together. With every tweet and update, we reveal a bit of what we stand for and what moves us, forming a unique social graph that contextually connects us to others in an irreproducible network. It’s unique to each one of us, and it’s both empowering and powerful.
We become media.
We become influencers.
We are the source of the social seismographs that spark reverberating tremors that represent the potential to create a webwide social effect.
We’re shifting into a rapid-fire culture that moves at Twitter time. Attention is a precious commodity and requires a personalized engagement strategy in order to consistently vie for it. The laws of attraction and relationships management are driven by the ability to create compelling content and transparently connect it to the people whom you believe benefit.
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Twitter and the statusphere have become our attention dashboards, the new ecosystem for sharing, discovering, and publishing updates and micro-sized content that reverberates throughout social networks and syndicated profiles, resulting in a formidable network effect of activity. It is the digital curation of relevant content that binds us contextually and through the statusphere we can connect directly to existing contacts, reach new people, and also forge new friendships through the friends of friends effect (FoFs) in the process.
Is having one million followers sustainable? Better yet, is it engaging or welcoming? Can you genuinely listen to and converse with a community that rivals the population of small countries?
Perhaps it doesn’t matter...not anymore. If you are a curator of highly relevant information, thoughts, beliefs, opinions, and motivating substance, then you can potentially flourish into a fountain of inspiration that channels content to the beacons and ambassadors who also represent interconnected human networks. It’s how we communicate now.
Dr. Dunbar, theorized that the size of the human brain allows a stable network of about 148 contacts, which has become known as “the Dunbar number.” In Social Networks however, real world relationships have evolved into something altogether different and perhaps more authoritative. Now, individuals can follow and are followed by thousands or (eventually) millions of "friends" across the Conversation Prism. This is a new breed of personal branding and expert and themed curation tethered to a peer network that exemplifies fandom and creates a platform for peer-to-peer influence. And, we may or may not ever know the people who choose to follow our updates or friend us on these popular and emerging networks. Our human network is defined by reach, not just in one community, but through the syndication of multiple social networks.
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For Ashton, reaching one million followers represents the potential of socialized media, the future of information discovery and distribution, and the connectedness of contextual human networks. For the others, collecting followers represents the ability to push information to a faceless list of avatars using a new medium. As followers, we’re simply relegated to subscribers and fans, nothing less, nothing more. This is an exchange, however, a lesson that may elude those who focus on numbers, and not people. As "followers," many of us continue to invest in online relationships because we realize rewards and mutual benefits for doing so. If we're merely a number, and if we don't, in the very least, receive a simple but meaningful gesture of a follow-back, then we rely on the shared content to keep us satisfied. Choose your tweets and updates carefully.
The future of Social Media lies with those who can create, cultivate, and empower individuals to produce and share meaningful content and inspire action, foster education, instigate change and build a more media literate society.
UPDATE 1: Ashton links to this post on Twitter.
UPDATE 2: Ashton hits 1 million followers (TechCrunch)
UPDATE 3: Spencer Pratt challenges Ashton to a Twitter race and contributes to a potential shift in Twitter culture.
Attention celebrities, it's not about followers, it's about community. Viewing Twitter as a popularity contest demeans the culture that helped propel it. Many of us learned over three
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years how to embrace the art of communicating, sharing and empowering others while finding our own cadence on twitter. Now that adoption is flying across the bell curve, we will witness celebrities publicly use and promote it in ways that also condition new users to follow suit. The questions is, will they learn or will their mass and momentum shift the culture of Twitter altogether.
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Brian Solis is globally recognized for his views and insights on the convergence of PR, Traditional Media and Social Media. He actively contributes his thoughts and experiences through speaking appearances, books, articles and essays as a way of helping the marketing industry understand and embrace the new dynamics fueling new communications, marketing, and content creation. Solis is Principal of FutureWorks, an award-winning PR agency in Silicon Valley. Solis blogs at PR2.0, bub.blicio.us, TechCrunch, and BrandWeek. Solis is co-founder of the Social Media Club and is a founding member of the Media 2.0 Workgroup. Solis has been actively writing about new PR since the mid 90s to discuss how the Web was redefining the communications industry – he coined PR 2.0 along the way. Solis is considered an expert in traditional PR, media relations, and Social Media. He has dedicated his free time to helping PR professionals adapt to the new fusion of PR, Web marketing, and community relations. PR 2.0 has earned a position of authority in the Technorati blog directory and currently resides in the top 1.5% of indexed blogs. BrianSolis.com is also ranked among the most influential blogs in the Ad Age Power 150 listing of leading marketing bloggers. Working with Geoff Livingston, Solis was co-author of “Now is Gone,” a new book that helps businesses learn how to engage in Social Media. He has also written several ebooks on the subjects of Social Media, New PR, and Blogger Relations. His next book, co-authored with Deirdre Breakenridge, “Putting the Public back in Public Relations,” is now available from FT press. Connect with Solis on: Twitter, FriendFeed, LinkedIn, Tumblr, Plaxo, Plurk, Identi.ca, BackType, Social Median, or Facebook --Subscribe to the PR 2.0 RSS Feed
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