Articles Tagged ‘Social media marketing’

The Building of the Social Media and Digital Brand Organism

Tuesday, May 22nd, 2012


I was reading an article from Wired Magazine entitled The Hacker Historian. It is an interview with the writer and historian George Dyson who wrote the book called Turing’s Cathedral. The book tells the story of Alan Turing and the small group of people who built the first computer and the h-Bomb (hydrogen bomb). Sounds like a good book right? Exactly. I’m here to talk about branding. While the majority of the interview is about the Turing and the h-bomb, Mr. Dyson talks about an idea surrounding the “digital organism.” Here is an excerpt from the article:

“Digital organisms while not necessarily any more alive than a phone book, are strings of code that replicate and evolve over time. Digital codes are strings of binary digits – bits. A Pixar movie is just a very large number, replicated across hundreds of millions of computers and constantly in use. Google is a fantastically large number, so large it is almost beyond comprehension, distributed and replicated across all kinds of hosts. When you click a link, you are replicating the string of code that it links to. Replication of code sequences isn’t life, any more than replication of nucleotide sequences is, but we know that it sometimes leads to life.”

Sounds like something Morpheus would say. Side note – I love the Matrix movies. After reading the article, I started thinking about the social media ecosystem and the amount of code being shared over sites like Twitter and Facebook. This code… this binary code… is being replicated by the personality and willpower of millions upon millions of people from customers and friends to relatives and family. This binary code while “not anymore alive than a phone book” is being generated by individuals who are very much alive. From a business standpoint, the social media organism… the tiny bits of binary code… is the core of your brand. It represents the thousands upon millions of conversations and social actions happening that are directly related to your brand story. Isn’t branding simply the thoughts, opinions, and perceptions of people being replicated and shared over time?
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