In Jaron Lanier’s new book “You Are Not a Gadget,” he discusses how the Web has spawned an almost mob-like behavior favoring Pasters (those who copy, paste and mash other people’s content) over Posters (original content creators). The “wisdom of crowds” (James Surowiecki) mentality, he writes, supersedes individual wisdom…and that’s a shame.
Readers of “What’s The Idea?” know I write about the proper care and feeding of Posters and Pasters in social media marketing. Understanding the theory is easy, making it happen, not so much. The key to successful, extensible social media marketing initiatives is in finding the right Posters to pollinate the Web. That’s the heavy lifting. One needs to be a good talent scout. Finding Posters (in your product category) before they become too big is also key. Find them on the way up, in other words.
How will you know a good Poster when you find him/her? Here are a few hints. They are doers — they get out of the house or building. They’re creative — experimenting and solving problems in new ways. They are not shy, though their posts and content are not “me, me, me ,me” focused. They blog and have a following. They inspire respectful comments on their blogs or conent channel.
Find a good Poster in your category and learn from her/him. Don’t seek out wisdom in the crowd or hive. Peace!