The New Rolodex

A friend of mine entered one of his clients into a creative community contest. The contest was hosted on Talent House, on behalf of the Stan Lee Foundation and Todd McFarlene. He did so mostly on a whim, but at the time, the community seemed young and small and the interest in the Stan Lee Foundation was also small, around 300 Facebook fans. He mentioned that he mostly did it to gain the experience, and boy was he schooled. Before I get to that however, please go over to talent House and vote for my friend, his confidence needs some shoring up.

Social Network is The New Rolodex

What my friend has told me was that he severely underestimated the power of social media. Within a day of the voting, several entries jumped up to over 1,100 votes. This can only mean one thing. The leader had been able to invite well over 10,000 people to respond to get let's say 10% to accept the call to action, which would be high by any standards.

I think that you'd have to agree that the power to deliver your message successfully in our socially networked world is directly proportional to the size of your social graph. Think about that for a minute.

Now to throw cold water on anyone who thinks this means size equals success. As we men have been telling women for ages, it's not the size that matters, but what you can do with it. The same goes here. It's not enough to just have a large social graph, you will have to been conversing with them enough to have built up enough permission for an above average response to any call to action. The higher the barrier to complete the action, the more permission you will need.


So far, the Stan Lee Foundation has grown to over 3,000 fans and the leading vote getter remains Hebring (pictured above) by Andi Martin. Checking Facebook, I found a Hebring Page with more than 5,000 fans. There's no way to sugar coat this, Andi has been preparing for this opportunity to come along and has a loyal fan base helping him along. He's using his Facebook Page to encourage fans to participate with new illustrations and by adding the contest as his homepage. Classic execution on a social media strategy he's been working on for a while (at least I can imagine). It's worth noting that Hebring is from Indonesia; long tail indeed.