My second blog post today is an attempt to catch up with my 100 blog post challenge, 1 blogpost per day for 100 days, day 5.
Niclas Johansson is a Swedish entrepreneur blogging about ”networking, creativity, news, politics, spirituality, martial arts, NLP, juggling, music, or just random oddities”. His latest blog post is called From Search To Collect To Curate And Beyond (Digital Media).
There he makes a great point that the audience online is taking part of content in tribes rather than crowds.
As with the term curating, tribes can be interpreted in several ways. Like in Jeff Bullas’ blog posts:
By tribes he means:
These tribes are not local or indigenous but global and the shared theme is not indigenous but of common interests, shared goals, aspirations and passions that span countries and continents.
A tribe is a ”a social group with the possibility of collective action” (Emma Hallgren, in Segmentation of the Swedish blogosphere, essay in Swedish).
The notion of tribes and marketing goes back way before social media. But it’s truly whith social media the idea of a group sharing the same interests becomes useful to the cultural heritage sector.
How do we prepare and disseminate collections, exhibitions and knowledge in a way that attracts the active and interactive tribe? What are their expectations? As Niclas Johansson says about tribes:
…within those small networks, interaction from any person in the network has meaning and influence on the originator of the content – and on the whole tribe. And if the traditional media companies want to compete for our attention with their big-scale content, they’d better present it with a tone and a format that lets us engage with and, to a bigger degree than today, control it.
To make a tribe engage with your content, you have to be relevant to that specific tribe.
Today’s challenge: How do we present present our cultural heritage content to tribes? Have we even identified the tribes within the crowds? Take a look at my LinkedIn network above. What if we could actually visualize the relevant tribes we need to adress, what would it look like? To find out, it all boils down to knowing your audience.