People craft their personal identities by sharing information; mostly things they hope will make them look smart, sexy, funny, cool, etc. This manifests as inspiring quotes, useful information, cute animated gifs, funny videos, anecdotes, etc. These things spread easily over social networks (digital and analogue) because happiness is literally contagious.
However, because culture shifts so quickly, much of this content has an extremely short half-life and the social status conferred by sharing this content decreases exponentially over time. As a result, the pace at which we’re creating content vastly exceeds our ability to effectively filter it, much less draw useful insights from it.
In such a complex, dynamic environment, what does it take for both people and brands to increase relevance and impact?
Some brands command deeply resonant voices in social media. Like certain people, they possess a kind of magnetism that compels people to follow them. Is a brand simply born with this “digital charisma” or can it be concocted?
The answer is yes. But as we shall see, engineering digital charisma is only one small part of the solution. To truly transform brands in this environment, we must create powerfully evocative, intense experiences that add materially to customers’ lives.