Share best practices, tips & tricks and discuss digital communication as it applies to your daily government lives.
Reach more people and get those people to take action.
Push Your Trend to its Tipping Point
July 10, 2014 at 7:29 pm #182682
The mantra of GovDelivery is “to enable government to connect with people and to get those people to take action.” While in the name of better government, it’s certainly easier said than done.
Digital communications are a vast field. We’ve seen countless articles telling us “How to Make Your Video Viral!” and “10 Easy Steps to Increasing Your Likes!” We all want our tweets favorited, our social media shared, and most importantly, our ideas spread throughout our community.
But if you truly want a trend or an idea to catch on to the general public, Malcolm Gladwell has three ‘tips’ to guide you. In his book, The Tipping Point, Gladwell explores the magic moment when new behavior crosses a certain threshold, ‘tips’, and spreads like the flu. The best ideas spread like an epidemic.
Here are his three agents of change:
1 The Law of the Few
Economists label this the 80/20 principle where 80% of work is done by 20% of the participants. What made you buy that product off the shelf? Why are hipsters the ones who thrust indie art into the mainstream? Why is an endorsement from Tiger Woods, Barack Obama, and Rachel Ray so meaningful? Certain individuals possess the power of starting idea-epidemics by influencing the masses. Make sure they’re broadcasting your message.
Tip The more acquaintances the better. Make in effort to expand your network not only in the quantity of contacts but the quality in which they can help spread your message.
2 The Stickiness Factor
Within the product itself, the food, the art, the headline, lies the potential of the stickiness factor that can make its impact memorable. If your message isn’t worth spreading, it’s doomed from the start. The best PR firms don’t spin stories for deceitful companies. Instead, they work with respected organizations to strengthen their relationship between the organization and the public
Tip Before you focus on how the message will be dispersed make sure you’re delivering quality content. Make sure your product/message is something the public will latch onto. IF it’s significant enough to be noticed, chances are, it will.
3 The Power of Context
Your idea cannot ‘tip’ if the context isn’t right. Your message should be congruent to the current state of the population so they can be prepared to digest your idea. Basically, if you’re looking to solve a problem, it’s best to look for something small to change instead of the entire idea. Every right idea is eventually the wrong idea.
Gladwell cites the paradox here that if you want a contagious movement you need several smaller movements first.
Tip One good idea isn’t enough. Don’t be using an obsolete gameplan on how to reach your audience. Make sure it’s timely and nuanced.
Creating trends isn’t an exact science, but with Gladwell’s strategies, you can bring your new idea to its tipping point.
What are some ideas, behavior, or messages your organization would like to bring to their tipping point?
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