Media was designed to be an medium for the message of man. It was a way to broadcast a message to be able to connect with a community that might have interest in what you might have to stay. MOST importantly it was the extension of our Human Tribe. A Tribe which was based on interaction of the social community – where commerce was created through referrals, recommendations and participation. The objective was to tap into the intrinsic behavior of the TRIBE and most often people were motivated by certain social behaviors and NOT necessarily by money.
In traditional media, the idea was to blast something to everyone who had a device like TV, radio to receive it. These medium was designed to interrupt people like an ad within a TV program, a song on the radio or an article in the newspaper. It was an intrusive way of marketers to grab attention and shove their message. They wished that people will be touched by their message and will be moved into action to buy, refer or participate.
Here is the major issue with all of this, the media channels eventually took over the control of what will be printed. Newspaper won’t print anything you sent them. Sometimes, you have to advertise with huge sums of money to get a spot on TV, radio or newspaper. Over time, the power of community to share information over media got depleted. And the Human Tribe which was based on many-to-many communication was reduced to a DICTATOR model of one-to-many communication.
And then arrived social media, suddenly you could print anything on your blog, upload any video and even make your podcast on whatever you fancy. And media became TRIBAL. We were able to share our opinions, our businesses and our tribes.
Speaking of tribes, the predominant characteristic of tribes throughout time is the need to communicate. So what social media can do combined with a tribal structure is very quickly mobilize a shared interest and becomes a powerful way to communicate. In effect, as Godin, the author of Tribes, says every tribe becomes a media channel.
Here is how tribes are shaping their media channel:
- Communities as Tribes. People are able to find like-minded people and declare their interests. This allows for them to make themselves “discoverable” by those who share their interests. Given how hard it is to find people in the real world who share your interests, here is a way to become part of YOUR tribe – your own media channel.
- Think Tribes Not Market Segments. Modern human tribes are based on our need to use language and communicate. This enables the tribes to reciprocate, help or even hoard each other. This is your tribal broadcast media channel.
- Chalk your Tribal path. Each person becomes a valuable contributor of the Tribe and shapes its journey. And brings along people who then shape the tribal path – what will your Tribes journey look like now depends on you. Share and shape the journey on your Tribal media channel.
So, I invite you to become the part of your Tribe. If you have a Twitter account, you can join 99tribes by simply clicking on “add me to the tribes”… and if you don’t, create a Twitter account, join 99tribes and create your own media channel!
—Contributed by Deepika Bajaj, President and Founder, Invincibelle, LLC and co-founder, ActiveGarage (the company behind 99tribes). Deepika is also the author of the book DiversityTweet: Embracing the growing diversity in our world and Pink and Grow Rich:11 Unreasonable Rules for Success You can follow Deepika on Twitter at invincibelle