About a year and a half ago, “The Tipping Point” got toppled (or at least wobbled) when Duncan Watts challenged the popular concept of powerful Influencers who determine the adoption of trends.
The commentary in response to this heresy was great — one of my favorite exchanges was where a member of a well-known formal influencer program — a Microsoft MVP — replies to Sean O’Driscol, long time leader of that program at Microsoft. I loved this comment in the replies to Sean’s post: “Maybe it’s down to being British but I don’t like being labelled as an influentials/mavens/advocates. Expert isn’t so bad … and Enthusiast is pretty much how I feel about myself… As soon as the 10% is highlighted in some way you have two dangers; 1) their standing as independent in the community is affected … and 2) the way they are treated by the “products” they are enthusiastic about changes.”
I’ve seen this before, in years past at The WELL: “I’m doing this here for free because I want to participate – don’t patronize me.”
Yet anybody who works in online community knows some people do add tremendous value. We know it intuitively, and we have seen it mapped statistically. (Check out slide number 13 in this sequence for an example where Marc Smith’s math identifies desired behavior by individuals in a peer technical help group.)
Now that we are in the year that everybody knows about Twitter, one of the simplest tools mass numbers of people have been able to play with, we seem to be back to a world where we want to count our importance by tallying up a group who are artfully labeled “followers.”
People are putting a good deal of effort into deciding how to count … for example, carefully comparing influential science-content twitter feeds … and into deciding how to display the counts and secondary calculations as a business venture… here’s another one, called “Twinfluence”.
Most of these counts seem to still be thinking in broadcast mode. From years in an online community where actual human influence is much more complex and much less linear, this looks simultaneously like going backwards and like picking up the thread of wanting to see how continuity, attention, context and meaning are developed in a group. One thing that I wonder about in the attempts to quantify Twitter impact is the dilution created by a follower who has your twitter feed mixed into a mighty stream of hundreds followed, versus one who follows a dozen carefully chosen twitter feeds. I guess I always come back to familiarity and context.
What can we give to those who are providing community connective tissue? I wish we could give ever-improving tools, though in my work we can’t move as swiftly as we’d like to. I wish we could pay a living wage for being part of a community and being fabulous, but that has to be its own reward. It’s neither appropriate or desirable to give money or significant barter items because of tax and labor laws, as AOL learned back in the last century, and as gift economy research has shown. Realistically, in my world, working at Salon.com and specifically with Table Talk and The WELL, the one gift I can give is the genuinely valuable gift of human attention, and of being present. It doesn’t scale very well, though. There’s no simple solution for giving people the attention they deserve. There are times when a nice form thank you letter is appropriate, so long as the mass communication doesn’t have any whiff of spam or propaganda about it. (After all, moden citizens understand that a press conference is all one can realistically expect from a busy government official, for example.) As a rule of thumb the attention has to be unplanned, human and authentic, within the community or privately one to one. But in these online social contexts, at least some of the time, the information we get back when giving that respectful attention has a more profound value than in any other environment.
After all, we do say it’s conversation.(A response to the Online Community Tribe call for articles on Influencers in communities... post to the round-up page to participate)