Introduction to Social Media :: Social Media Paradigm Shift: From Waterfall to Waterpark

At a recent conference, our Venezuelan National Director stood up and told us how Angel Falls is the highest waterfall in the world with all the South American gusto fitting for such a situation. I've never been to Angel Falls, but I have witnessed the majesty of Niagara, where 6 million cubic feet of water tumble over the falls each minute. Few natural occurrences inspire such awe.

Waterfalls are majestic and powerful, and usually really photogenic. And that's about it. Sure, they're great for hydro-electric power, but the attraction of a waterfall is always somewhat removed. It's over there somewhere, out in the distance.

At waterfalls, crowds of people stand back and watch, maybe take a few pictures. The entertainment is in the distance; enjoyment is one-way.

Traditional broadcast media are like a waterfall: a single source generates all the value and users either view it, or they do not. This holds true for marketers utilizing these channels as well. We talk and hope people will listen. The target audience has very little input into what we tell them.

But what's different about a waterpark? Two things: community and interactivity. People don't go to waterparks alone, and a waterpark without people would be a very boring place. Waterparks invite participation. A single person slide is okay, but the slide that has the 4-person raft is downright amazing! And the more entertaining the people your with, the better your trip will be. You're friend Brett may be a bit of a trouble maker, but you always have a good time when he's around.

At a waterpark, people are in the water, not just looking at it. Some are in the wave pool, some are on the slides. But they're all immersed in the experience. No two trips to the waterpark are ever the same because participants have a hand in shaping their experience.

Welcome to the social media revolution, where communities trumps corporations and conversation is king.

Through social media, marketers have access to individuals like never before, but the strategic mindset must shift from Waterfall Thinking to Waterpark Thinking. When this kind of thinking comes from the top, leadership enables the company to venture into the wave pool of the marketplace and directly interact with the community. But how do you get there?

In coming posts, we'll continue exploring this paradigm shift, as well as the tools you can use to harness it's power.

We hope you brought your sunscreen!