SOCIAL MEDIA AND BRANDING; HOW REED'S LAW WORKS

In very simple terms, Reed’s Law states that a network of 2 people quickly becomes a network of 1,092. The math is involved but the concept is simple.  Reed’s Law is basic as to why Social Media is such a powerful force and why it has revolutionized modern marketing.

            Let me explain how Reed’s Law works in very simple terms. Take two people. Let’s say each of these people have ten friends.  I would hope that most people would have more than 10 friends. Each of these people have ten friends, and on and on and on. Let’s say you have some significant content. You share this content with your friend who shares with his friends. Suddenly this content is a major thing.  This is why social media is so virile---why it is such a powerful force.

To explain how a world brand can be created overnight through the virility of the social networks, I want to use a high school student named Dino Ignacio as an example. Using Photoshop Dino took images of Bert from Sesame Street interacting with Osama Bin Laden. Networks began to interact with one another.  Networks which had no relationship to one another, but networks brought together through social media platforms.

            On the other side of the world, a Bangladesh-based publisher scanned the web for Bin Laden images to print on Anti-American signs, posters, and T-shirts. The Arab world had no concept of Sesame Street or Bert or Ernie. The publisher happened upon Dino’s image of Bin Laden interacting with Bert. This images were printed on thousands of posters and distributed across the Middle East.

            There was an anti-American rally.  CNN reported the unlikely sight of a mob of angry protestors marching through the streets chaning anti-American slogans and waving signs depicting Bert and Bin Laden.

            Here is what we have. Someone created some engaging content. He shared this content on a social platform. Someone took the images off the platform, and put them on signs, posters, and T-Shirts. These items were used at a large rally. This rally was picked up by major news outlet. This outlet placed it on their newscast, which was picked up by local newscasts all over the world. We can see how a network of 2, is now a network of millions.

            The creators of Sesame Street complained vehemently. This created more engagement as this story now had legs. The protest, anti-protest, complaints created even more touch points and exposure.

            From his bedroom, Dino Ignacio had created an international incident and he had created an international brand. Think of the touch points. It went from Ignacio’s photoshop bedroom computer. It went to a print shop in Bangladesh. It then traveled to protestors on an Arab street. From the street it was picked up by CNN. Local news stations from all over the world picked up CNN’s feed. We now how easily a brand was created by accident. Think of how strong this brand would have become if it had been organized? 

            From this small look, we can see how virile social media is and how powerful it is in creating brand. We see how important Reed's Law is