Engagement is the key catalyst to a tipping point. As Gladwell says in his book, “If you want to bring a fundamental change in people’s belief and behavior you need to create a community around them, where those new beliefs can be practiced, expressed and nurtured.” This is the domain of the social networks.
Think back to the year 2000. There were some community sites and the rudiments of blogs, which started in earnest in the late 90s. But blogs did not come into play until the latter part of 2001 with the introduction of some political blogs. One thing about politics that was as true back then as it is today; people talk about their political views and share them openly and freely.
There was no Facebook, which itself went through the tipping point. Today Facebook is the granddaddy of all social sites and claims more than 1.3 billion users. Facebook encourages interaction, making it easy to post on your own and your friend’s timelines. It’s even easier today since Facebook bought Instagram, making online publishing part of the engagement process. Let’s not forget Google who owns YouTube and started its own Google + engagement site. The point is that today it is very easy to engage and talk about topics of interest and share your thoughts and ideas with thousands of people with a click of the mouse or a tap on the screen. The ease and reach of engagement makes it a critical component in achieving a tipping point.
Do you agree, is engagement the critical factor in achieving a tipping point? Can a tipping point be reached without engagement?
Don’t miss David’s next post as he brings together all 5 Internet trends that have caused tipping points to reach their own tipping point.