“If you have a dream that no one follows, it’s an empty dream”. Sputniko!
A lot of observers fear a risk of “filter bubble”. A world of apps which would diminish the web value. The dominance of few content-makers; and the reinsurance of conservative opinions. If this theory is interesting, we observe that most of the valuable ideas rise from non-institutionalized spheres: the success of some Kickstarter phenomenons demonstrate the strength of niche communities; Queen Jubilee proved the interest to explore entertainment and leverage “subcultures”. Last but not least, nail art communities, mocked by major cosmetics brands few years ago is now essential.
We’ll try to analyze where the value of ideas lie in Social Media, using case studies, mapping (eCairn) and concepts (liquid modernity, reputational democracy…)
- shall we avoid Social Media influencers to spread brand messages?
- who are the new digital influencers?
- how to shape tangible ties with niche communities?
- what’s a socially designed digital landscape?