« The Facebook Wall Gets More Relevant (for Brands) | Main | Ogilvy & Social Media Week »

January 31, 2011

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341cb26653ef0147e22133e5970b

Listed below are links to weblogs that reference Weak Ties are Better for Awareness Than Persuasion:

Comments

Denis

I chip in...

maybe, because of the name (weak) they should not been taken for less useful. I think that weak ties can:

a) help recalling a movie trailer in my facebook news feed. surely I've been exposed by all the advertisment before, but we cannot remember each ad/trailer.

b) feeding content to strong ties, unless strong ties just connect with strong ties.

c) weak ties can be average ties... weak for someone and strong for someone else. just to say that mapping them wouldn't be a straight and easy job.

so, the social media program should be structured for both of them, I think

D.

Jennifer Wayman

John, very interesting. I think the same holds true regarding "offline" weak ties: they are more effective in increasing awareness than prompting meaningful behavior change. The secret sauce lies in converting weak ties to strong ones, creating champions that are truly engaged and invested. That requires tapping into and/or creating personal relevance. But I agree with Denis -- there is a role for both, because without awareness, it's impossible to persuade.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.