It only takes 10% to start a movement in Social Media

Posted on August 31, 2011


social movements study from Rennsalear PolytechnicBusiness blogging and social media can be effective in helping products or services find an audience to generate conversations. Business blogging is the hub of any social media campaign. Yet, how do you move large segments of the population to evangelize your product or service like a preacher can move a congregation?

Scientists at Rensselaer Polytechnic Institute have found that when just 10 percent of the population holds an unshakable belief, their belief will always be adopted by the majority of the society. 

This has played out recently with the events that have happened in Egypt, Syria, Libya and Tunisia. By accounts, small segments of the population were able to use Facebook and Twitter to steer their ideas into a majority which resulted in what has become known as the “Arab Spring”.

Who says that can not be done for a product or service? To make it happen, you have to participate in social media first. If you are not even engaging in conversation online, then your brand or competitor could be eating your lunch. As one of our clients said, “If you are not tracking Twitter or Facebook, your brand could get destroyed. People can be really mean.” So participation is key. Because the 10% rule can go both ways. It can be either for you or against you.

Why? Consider this, Generation Y has now surpassed Babyboomers as the largest population in the United States. They don’t watch television like Baby Boomers still do. Generation Y is online, texting and watching Youtube. If you want to reach Generation Y, television and newspapers will not do it.

If you want to move them and become a majority product in their circles, you will have to participate in social media to make it happen. It’s scientifically proven that it only takes 10% for a movement to move like fire.

Paul is the President of Professional Blog Service. PBS works with clients making strategic investments into business blogging, social media and search engine optimization.