Social Networks and Brand Communities as an Extended Memotype

Most of us know the general mechanics of digital social networks and there is plenty of conversation about digital community types and ways to manage digital communities

Each version of what they are, how they should be constructed, how they should be managed is nevertheless based on some prior assumptions. Prior assumptions are invisible, frequently undeclared and more often than not 'taken for granted'

These assumptions guide the advice that people give and the actions they take. Marketing people might 'see' digital communities different from, sales people, lawyers might understand them differently to charity workers. I'd like to suggest that these differences start from memetic differences. The idea of an extended 'memotype' is inspired by Richard Dawkins who came up with the idea that that artifacts and effects of animals in the real world are the result of the genes in the animal. The example he gives is Beaver Dam. The beaver's genes want to live on, they exist in the phenotype we call 'Beaver' and the extended phenotype is the Beaver's dam which is something it make to support having a family. See:





Memes (Dawkins' idea) being culturally transmitted ideas, that enable notions to leap from brain brain, might consequently have extended 'memotypes'. These are 'forms' of digital communities that are created based on the dominance of the memes at work in the minds of the people who produce them.

We can therefore characterise digital communities by their memotype. We could create a customers base, a prospect list, a value segment, a lifestyle segment, a co-creation group, an experientially connected group.

Each of these conceptions (memotypes) is developed out of the difference in memes that make them up. The implication is that there might no singular right way to construct a digital community. Each form depends on the needs of the community and the environment. Some will prefer Ning, others Facebook. Each is a memotype with paticular characteristics that serve particular puropses. Their continued existence will depend on relevence and evolutionary adaptability.

Social Networking and Blogging with Squidoo

If you are not familiar with Squidoo and its unique style of social networking and blogging then you should seriously pop over and give it a try.

If you don't know much about Squidoo its a way that you can blog, photo blog, make money blogging and social network all at the same time.

I was recently awarded Giant Squid status. The minimum requirement for this is to create 50 so called 'lenses'. Lenses are a general template that you populate with pre-created modules (think of them as mini templates)You select from a wide range of types. The squidoo modules allow you to post your own written content, photos,videos,run polls, and integrate things such as Amazon, eBay and Zazzle. You can also link to Twitter, Flikr and bring in RSS feeds.

Lenses are themed on topic of interest. For example I've built ones on a wide range of themes like my genealogy and family history lens The Border Reivers, and I've created lenses on quirky themes such as How to open a champagne bottle using a sword another on Disguise Camouflage Deception and Mimicry business themes such as Marketing Ethics and Criticism, and other business themes such as Leadership, and ways to achieve Competitive Advantage.

A full list of my lenses can be found in what the Squidoo social networking community call a Lensography.

When I first started on Squidoo I only had a couple of lenses for many months. Then I was contacted by Michelle Willow to join a social networking group of Squidoo users who share tips and encouragement to go for Giant Squid status. I was drafted into a sub group led by Free Lance writer Carol Fisher, who was a great help in offering content and design advice.

As you learn more about Squidoo and the people and relationships in the Squidoo social networking community you discover that it is supported by a huge range of resources, it has its own forums and specialised squidoo lenses and there is a constant and vibrant technical development programme that adds and refines lens and module features.

Where did the idea originate from? Squidoo was the brainchild of Seth Godin, you can learn more the background to Squidoo here.What is Squidoo.

I really enjoy Squidoo. It is good way to do social networking, its a complementary form of blogging, it allows you to share knowledge and know how, and to photo blog as well. My next task is to create 100 lenses.

Archbishop Slams Social Networking

via news.bbc.co.uk

Archbishop Vincent Nichols seems to presume that people are gullible when it comes to the majority of us not grasping the adverse impact of social networking. He warns us all in a rather sweeping generalisation that social networking sites, texting and would you believe it e-mails are undermining community life!.

Now lets just run past that again. Modern society is falling apart because of e-mail?! OK...let me ponder on that for a moment. OK...done that and concluded that it sort of runs counter to the evidence given its contribution to long-distance family life and commerce. The same holds true for all other forms of digital communication.

Of course his conjecture will contains grains of truth, and he draws attention to the well worn fact most social media users have been blogging about for years, the well understood phenomenon of 'social networking friendship'

Now, notwithstanding the extreme cases in any large population, I'm pretty confident that most people who have friended and followed me across Twitter, Friend Feed, Blogcatalog, MyBlogLog and so on don't really consider me to their 'bosom buddy'. The label 'friend' in this context is merely an evolved use of the term for use in a social media sitaution. Sure I'm in touch on a regular basis with a handful of fellow bloggers who I've got to know, and I would consider them my 'friend' in the sense of 'pen-pal', and of course we haven't physically 'met'. Nevertheless I do regard them as a social networking Friend (capital 'F'- proper digital friend) not just a social networking friend (lower case 'f'- digital aquaintance)

Had the Archbishop been commenting in previous decades would he have claimed that having 'pen-pals' was socially dysfunctional.?

In his criticism of 'transient' relationships that cause grief and upset when they fall apart. He seems to be describing the common socio-psychological characteristics of any relationship and somehow blaming a technological medium for when they go wrong!! In social networking Trolls and Flamers are socially and psychologically dysfunctional they are not technologically dysfunctional. They would behave as they did in a family, on street, in a village, in a town because that is how they are!.

The Archbishop has missed his target if he has any cause for concern. The clue is in the title. SOCIAL networking. Its the PEOPLE stupid!. The network is merely the technological medium not the attitude and behaviour of its users.

What about all the people who have found enduring relationships through sites like Match.com and so on? People who have traced lost family and friends through Friends Re-United, People who have found work through LinkedIN?

Instead of patronising us by thinking that he can see issues and problems that people less perceptive than himself the Archbishop is foreclosing the opportunity of social networking to his own vocation. Come on 'Bish, you would like to socially influence people about your attitudes and beliefs wouldn't you?, you'd like bigger congregations hearing what you have to say wouldn't you?. Well...just a suggestion...why not consider delivering your message through the medium that a significant number of people choose to use in the 21st century instead of relying on a social networking technology of the the 1st millennium aka the physical Church building. After all isn't the true meaning of Church really about a congregation of people with similar beliefs NOT the physical place they meet!!

Now here's the question. Archbishop Vincent Nichols...will you be my friend?

Posted via web from Gullibimundi