Социальная валюта

Меня волнуют вопросы: Что становится популярным в соцсетях? Что люди публично лайкают и пересылают друзьям? Почему один хороший текст становится вирусным, а другой нет? Какой принцип?

У Дейва Керпена встретил объяснение «социальной валюты» (в оригинале — social currency). В вольном пересказе так:
Люди поделятся с друзьями вашей информацией, если эта информация сделает их в глазах друзей круче, интереснее, смешнее и умнее.
Это чертовски верно, — по крайней мере, для таких людей, как я. Страница в соцсети — это же не записная книжка и не дневник, это одежда. Зная, что меня изучают другие люди, я создаю вокруг себя информационное поле, которое меня как-то характеризует. И делаю я это осмысленно, на пределе своего вкуса и кругозора.

Если утверждение Керпена верно, то я не один такой.

А это значит, что ключ к вирусности текста, клипа или картинки не в том, насколько он хорош сам по себе, а в том, как он характеризует того, кто им поделится. Как одежда. Захотят люди надеть одежду, которую ты придумал? Что о них скажет эта одежда?

Это еще не универсальный принцип, но уже ближе к работоспособной системе.
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Саша Харьков
Отправил этот пост в твиттер.
Женя Арутюнов
Максим, это уже универсальный принцип. Он верен для одежды, для всего промышленного дизайна, для еды и напитков, для знакомств и видов отдыха. Само собой, он будет трижды верен для «социально-сетевого контента», потому что здесь нет никакой рациональной составляющей (в том смысле, что одежда ещё и удобна, еда ещё и полезна, а бытовая техника ещё и надёжна).
Максим Ильяхов
До универсального принципа не дотягивает, потому что нет конкретики: что и как делать, чтобы люди ретвитили.

Если сфокусироваться на какой-нибудь узкой группе (дизайнеры, программисты, яблочники) — все понятно. А как быть с непонятным и неизведанным «широким кругом читателей»?
Артём Сапегин
Наверное, поэтому люди всегда постят бояны без кавычек. В надежде что их ещё более недалёкие друзья решат, что это они сочинили.
Женя Арутюнов
Понимать и изведывать. Принципы не нуждаются в более конкретной конкретике :)
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Популярное