chapter 7 10_underlined_v3:Layout 1 02/09/2009 13:51 Page 227
What this means for you > What this means for social entrepreneurs
Mindapples test to start conversations with their staff about stress and wellbeing, and encourage interested people to take the concept and use it in their workshops, marketing and training programmes. However people choose to engage, we respect their contributions, and how they choose to communicate. It’s about giving people many ways to add their personal stories to our cause.
To communicate successfully in this new environment though, the nature of the message has to change. Firstly, it needs to be strong enough that it can be retold through the ‘chinese whispers’ of conversations without losing its efficacy. Secondly, it needs to be positive: it is much harder to attract attention if your cause is unpalatable or difficult to explain. Social media campaigning favours simple messages that people want to hear, not complex uncomfortable truths. Instant gratification gets people’s attention. Worthy messages about what we must do don’t cut it with today’s overwhelmed audiences.
“Markets are conversations; and conversation is fire. erefore, marketing is arson… You only need one match to start a fire.” Doc Searls, co-author, The Cluetrain Manifesto
Follow the links online at www.socialbysocial.com/book/what-this-means-for- campaigners 227