Category: Uncategorized

noimage

Digital Communities Can Learn From “Leading Clever People”

We recently got excited about a 15 year old chart (pictured) we were presented that effectively encapsulated participation inequality. We love the level of detail beyond the typical 1:9:90 ratio (creators:editors:audience). We can only assume “1:10:100:1000:10000 rule” is too much of a mouthful to say, thus the shorthand. It makes us stop and think about how unbelievably valuable the “catalytic...

noimage

Why Our Misuse Of Metrics May Be A Cultural Issue

We’ve discussed “wind tunnel marketing” quite a bit recently. As a result, we’ve been thinking more and more about one particular facet of the issue: the misuse of metrics and data. Few industries more regularly confuse their objectives and metrics than marketing. I’m referring to when marketers take digital proxy indicators of progress, and make them the destination, even when they’re...