Farming For Quality: The Best Content Is Not At The Top

When applied to social media, organic doesn't resonate with everyone. There is a reason it doesn't. It has become one of several analogies that have been distorted to fit any number of new meanings (much like sustainable did). And most of those distortions were all aimed at making fake look better.

The original meaning as it was applied to content is much more holistic. Let's stick with its content origin today; the analogy came from food. Applied to blogs, it draws a distinction between processed and organic much like Hollywood draws a distinction between a celebrity and an actor/actress. One is popular; the other has talent. Sometimes, but rarely, one can be both.

The Three Types Of Content Farmers.

Processed Content. Convenience food is commercially prepared designed for ease of consumption. While often popular, most convenience foods contains saturated fat, sodium, and sugar. They provide little to no nutritional value but tend to have enough flavor to appeal to a mass audience. To keep up with demand, some farmers might use pesticides and chemical fertilizers to speed things along.

It applies to social media in that some of the most popular blogs on the Web become automated over time. Their owners have formulas for almost everything they do, including how to pick topics, write posts, and distribute to more consumers. Many of them have a following of distributors; people will promote anything they do regardless of quality. A few of them cut corners.

Organic Content. Organic foods are produced using environmentally sound methods that do not involve modern synthetic inputs such as pesticides and chemical fertilizers. They do not contain genetically modified organisms, and are not processed using irradiation, industrial solvents, or chemical food additives. Not only is it better for you, but is tastes better too. The only downside is that it takes much longer to prepare.

It applies to social media in that some of the less popular blogs carry superior quality content, with every post being well thought out and original. Sometimes these authors pick up on other people's ideas and expand upon them, but always with their own research and added value. In general, they tend to be equal parts: inspired by offline events and trending topics. The advice they share is almost always grounded in communication strategy.

Private Label Content. This is where most farmers started hundreds and thousands of years ago. The results are often mixed. Some gardeners have green thumbs and some do not. There are any number of reasons for the variations. It could be the climate, soil conditions, seeds, talent, or perhaps just never finding whatever it is that they may become passionate about.

It applies to social media, with the exception that we can capture a snapshot of where they start as opposed to real farms that are in operation today. Most bloggers start with a few posts, testing various crops to see what what works best for them. If one sticks, they start sowing a field. Not all of these private farmers do, nor will all of them stick with it. The bulk will give up for whatever reason.

The Fresh Content Project.

In tracking about 250 blogs, daily, for almost a year, we found something interesting but not surprising. The analogy of processed vs. organic vs. private label fits. It even fits as a mix of the blogs we covered — originally about 100 and eventually about 250.

Specifically, about 10 percent of the blogs covered were processed (A List), 20 percent organic (B List) and the bulk, 70 percent, were made up of private gardeners (C-Z Lists). This was not by design. It just happened to break out this way.

The original list was compiled from several dozen social media lists that had been previously published by people we knew. From these lists, we built a Twitter list with two purposes.

First, all their blogs were reviewed for consideration. Second, blogs that they tended to recommend with some frequency were also considered. We also added some additional blogs after we were introduced to new authors who wrote guest posts for one of the blogs we were already covering. There was a vetting process.

We also did not make any distinction between multi-author blogs and single-author blogs. Instead, we considered these authors a variation of sharecroppers. Or, in other words, they might have been private gardeners but planted a fresh idea on real estate owned by someone else. More people are exposed to their stock, but everybody remembers the blog they write for as opposed to who wrote the content.

Content Farmer Consumption.

While this is an extremely rough snapshot (something we'll revisit before any final report), we estimate that more than 50 percent of the content consumers rely on A-List content farmers for information. Specifically, they are popular authors.

It's not surprising. Consumers tend to bookmark, friend, follow, and subscribe to people who seem popular. You can only read so many blogs no matter how you stack them. So people gravitate to reading what their friends or associates read, quality content or not.

Popular content providers usually have another leg up too. If they speak regularly or have a book published, they attract more followers much in the same way samplers do at supermarkets. Familiarity attracts readers, even if that familiarity is thin.

In contrast, private gardeners are very different. Many are happy with sharing content between a handful of colleagues. Most, but not all, believe that once they have found the right content mix that more and more people will eventually place orders, subscribe, and follow them too. They capture approximately 30 percent of traffic.

Ironically, many private gardeners are also responsible for sending more traffic to the processed content farmers. It might seem odd, but private gardeners are continually telling consumers who enjoyed their cherry tomatoes to follow the A-lister who inspired them. Conversely, few A-List content farmers credit private gardeners in the same way.

Quality Content Comes From Everywhere.

While I won't say that every private gardener can produce quality content, I can say that any private gardener with experience and talent is capable, whether they own their own space or want to be a sharecropper. In fact, during the experiment, even authors with no prior experience were frequently picked as having written the best post of the day.

It's much like any garden with a talented gardener. You might not find their brand at the supermarket, but you will enjoy the salad they serve. Collectively, although many are hit and miss, private gardeners served up 35 percent of all fresh picks.

Sometimes A-List providers can too. Much like every vineyard has select wines, some A-listers maintain the private garden that preceded their massive operations. And occasionally, though only a sliver in comparison to the quantity they produce, you can usually find some quality from time to time. They served up 20 percent of all fresh post picks.

The bulk of fresh content picks came from organic farmers. They generated more than 45 percent of the highest quality posts. And, even when their posts were not "fresh picks," we frequently shared their work as an "also read" pick across various social networks.

Why Popularity Does Not Produce Comparable Quality.

Once upon a time, almost everyone who wrote a blog could be considered a private gardener. But as social media became mainstream, many were faced with a choice much like farmers — automate or retain the quality that made them popular.

Some remained private gardeners or dropped out. Some shifted the priorities of their business with more time to expand while retaining quality. And others became automated, propelled mostly by popularity. The tells are relatively apparent.

Processed content inevitably includes a post or two or 20 about how awesome the author is or how some lesser blogger picked on them or how they captured 5,000 followers in a weekend or how you have to have as many followers as them to be taken seriously. If posts like that still manage to be shared by 250 people or more, their blog can rightly be likened to processed yellow American cheese singlesconveniently packaged in individual wrappers.

While I am not suggesting abandoning the popular communication bloggers outright, the fresh content experiment did find that organic authors invest more time to produce quality content for a significantly smaller audience share. Proportionately, in terms of quality, most people are following the right people.

The best place to find quality content is to start stacking the deck with more organic content providers and frequently sampling private gardeners who have the potential (if not the passion) to become organic farmers. The only downside is that it takes a little more time to find them. However, it seems a small price to pay considering we all know what too much processed content can do over time — it could make your entire communication strategy flabby and reactive.

This is the fifth lesson from the Fresh Content experiment, which tracked 250 blogs for almost a year. The experiment focused on the quality of the content and not the perceived popularity of the authors. Next week, we'll conclude with a list of picked authors and any plans to produce a short e-book.

Writing Tight: Simple Never Meant Short

You can find the same advice all over the Web. Many people suggest the best posts are about 200-300 words. Some even set the max amount at 600 words. But no worries on the final count; they say keep it short. Short and sweet, even.

Why?

Ghazal Alvi says it will save time. Bob Anderson says you can turn one post into three. Chris Brogan says brevity rules. Kevin Kane says nobody reads anything else. Scott Williams says he learned it from Seth Godin. Jim Estill says shorter is better. Steinar Knustsen says short. Rob Birgfeld says keep it short, stupid. James Chartrand says it works.

Whew.

That's 100 words and I'm already tired. But if I write 100 more, perhaps I'll hit some magic number and make my point. Blog posts should be short. The shorter the better (but more than 100 words). Never mind that other thing. You know the one.

All of them are wrong.

Writing short is lazy writing. Writing tight, on the other hand, takes discipline. It also assumes you have something to say, at least something worth more than ten minutes of writing before spamming everyone in your social networks.

Please don't misunderstand me. I'm not advocating for long posts either. The right length of any blog post is precisely the length it needs to be. Not a sentence more or less. For example, this post now includes 250 words. And it's still not right.

How did short writing come into fashion anyway?

The same way all "short" rules come into existence. Boorish writing.

Boorish writing is why corporate videos are limited to three to five minutes (make that two minutes), news releases are confined to one page (skip it, just pitch it). And ad copy turned into some cheeky image of a skinny chick holding up a product. When writing starts to fail, we just want it to be over.

Case in point. Go back for a minute and reread any of those posts that claim short is better. Could you stand any of them if they were even one sentence longer? Probably not. I could even make the case that some of those take too damn long to make the wrong point.

The trick is to toss the entire question of length out the window. A good book makes you lament when it's over and long for another. A good movie can make you wonder where three hours went even without an intermission. A solid post or article might make you think of so many new ideas that you can't fathom what to add with merely a comment.

And even this post, at around 600 words, might stick a bit more than those who stuck you with their short post arguments. But even if it did not, that's all right. I'm unconvinced that this paragraph is the right ending. It might be more worthwhile to leave you something new to think about.

Don't think about short. Think about tight.

Writing tight is the art of readability. It changes little annoyances like "he stated" to "he said" or "it is our company's practice to" to "we try to" or it "must be returned to this office" to "please return." For posts, especially, it's about chopping unnecessaries down to how people speak: "at the present time" (now), "due to the fact that" (because), and "are of the opinion" (believe).

Words are tools, you know. Their job is to convey thoughts, not obscure meanings. Collections of words work the same way.

The real secret to solid writing is never to confuse simplicity with condescension. Your goals ought never be to save yourself time, improve your back links, or double down on the frequency of your posts. All those tips do is make the post about you.

It's not about you. All words are a direct conversation with your reader. If you care about them, then it is in their best interest that you invest as much time as it takes to make a point, make it clearly, make it concisely, and make it in such a way that they might stick with them longer than those popular and equally forgettable quick-serve social snacks.

And then what? Well, once you accomplish that ... you stop, without any worry that you broke 800 words several sentences ago.

Communicating With Youth: Educational Impact

Every few days my son mentions it. He isn't very fond of his computer class, even though he is very fond of computers.

"I have no faith in our future, knowing your generation will one day run this country," his computer science teacher frequently reminds the class. "Things are going to get worse, much worse, and you're not up to the task. I might go live in the wilderness."

Along with these revelations, he frequently loads them up with misinformation. He says Spanish is the most spoken language in the world. (It's not.) He preaches that the Chinese had iPhones twenty years before Apple. (They didn't.) And he claims that most countries are better than this one, despite lamenting that the U.S. ought to provide for them. (A contradictory hyperbole.)

My son is in the sixth grade.

There is a fine line between critical awareness and learned helplessness.

His teacher isn't alone. There are plenty of people who claim everything is broken beyond repair.

Sure, the existing social-economic-political climate could exacerbate the challenges ahead for this country and the world. At its best, people probably expect the continued erosion of the middle class. At its worst, well, it's just the worst.

Then again, in 1970, a Nobel Peace Prize recipient predicted a similar fate, with overpopulation set for 1990 (Lawrence Journal-World). In 1952, Allied commanders were concerned that Japan had already exceeded its carrying capacity by 25 percent (United Press). In 1920, newspapers published articles about overpopulation in Europe and estimated America could only sustain 250 million people (New York Times).

Overpopulation isn't alone. You can easily trace all of our current hot topics back for decades and centuries. Education failings to the 1600s. Class warfare to the 1700s. Catastrophic pollution to the 1800s. The end of the world to the 1900s. Climate change to the 1930s. The key word here is "easily." The truth is that these conversations are as old as civilization. The only difference is that some people seem not only inclined to accept it but think we somehow deserve it.

And it is this, more than any measure, that concerns me because the burden is heavy to place on the heads of children. Based on test scores and graduation rates, it might even be that they are starting to believe it.

While my son shrugs it off, mentioning that every day he doesn't have that class is a good day despite having an A, some of his friends do not. Some already exhibit the symptoms of learned helplessness. Not only do they believe the world is getting worse and they aren't up to the task to fix it, but a few of them believe that even if they could afford to go college they won't be able to make ends meet (not in those words, of course).

They're in the sixth grade.

There are critical components to a better life, none of which include cash or status.

When some teachers feel a need to commiserate with sixth graders, I kindly remind my son that while some people would like to see it differently, he is still the master of his destiny. So far, he is the only person that can enslave himself to circumstance.

• Education. Most people know that for all the good Leave No Child Behind might have done, it is being misapplied at the local level. Teachers and schools invest too much time attempting to pad tests scores and not enough time making sure that the students can apply what they learn. The socio-economic gap might be tightening, but it is tightening in the wrong direction.

What works better than memorizing math formulas cold is cross-curriculum education that applies math to future occupations like business, engineering, mechanics, and rocket science. What works better than memorizing parts of speech off poorly written study sheets are lessons dialed in to history, world events, and literature. What works better than reward-based programs, "spirit" periods, and teaching kids how to "guesstimate" answers are critical thinking skills and a lifelong love for learning.

• Empowerment. No matter how teachers, parents, or role models might perceive the future of this country or the world, the pursuit of happiness only requires people with a passion to be exceptional. It doesn't matter how they define it.

Exceptional comes in many different forms. I would count several youth-managed recording studios among them. Two of the newer studios struck me because one of them was started in New Jersey by a 17-year-old student. The other was started by two teenagers, ages 14 and 15, in Baltimore. The latter reports many participants go on to pursue business degrees.

The challenges some of them will face have little to do with the business climate. There comes a point when even the best intended business regulations simply become barriers that makes it impossible to start one, especially with capital reduced by taxes and labor laws that make every employee cost two-and-a-half times their pay scale.

• Self-Worth. I recently read an article that proposed the individual doesn't matter. Martin Luther King Jr. might disagree. Every individual deserves an opportunity to be treated as an equal without any preconception that they might have limitations.

For the people who preach that, I might ask that they walk in and work at any homeless rehabilitation program. What they will find is that the first steps toward rehabilitation are to let go of guilt, recognize they deserve a better life, and then be given the opportunity to regain their confidence to try.

Beyond that, they learn there is no dishonor in being an educated janitor. (My father-in-law is a retired educated janitor; my grandfather was an educated painter.) The world needs janitors to be the best janitors they can be, even if they study quantum physics in their spare time. Or, as some authors eventually prove (with Charles Bukowski in mind), there might be more to a person than sorting mail.

This might seem one off from the topic, but it really isn't. The first step is still communication. People, like my son's computer science teacher, aren't very mindful about the impact they might have. So I might offer a few facts for him to consider.

North America is still home to the most millionaires, even though some rapidly-developing countries are starting to produce more than this country does per year (although we still produce some). The United States still logs more international patent filings every year (almost twice as many as the next closest nation). And the United States is responsible for more medical breakthroughs, even though the cost of care drags down global quality ratings.

That's not to say we're perfect. But with the exception of education, we still manage to add value and help fuel economic growth in other countries too. I'm even optimistic to think that some of our greatest accomplishments will be ahead. All we need are more problems and fewer problem protestors.

Thank goodness we have some in the sixth grade. And younger.

Writing Content: Lessons From Fresh Pick Authors

Every writer has a punch list of sorts. Elements that help them transform good writing into great writing.

My punch list consists of five — accurate, clear, concise, human, and conspicuous. I don't always hit the mark, but that is what I shoot for on good and great days. Many of these characteristics seemed to fit in while running the Fresh Content experiment. However, there were some other qualities — originality, insight, and an expansive view — that added quality to the content we read.

If you want to become a better writer, someone who offers up quality content on a regular basis, these seem to be among the top five characteristics of quality posts. Almost every fresh pick post during the course of the experiment included them. While there were exceptions (especially the fifth point or on particularly slow days), the majority included these five characteristics.

The Five Characteristics Of Quality Posts.

1. Accuracy. The content has to be accurate in terms of what it is trying to teach. And the most common failings in communication lessons tend to happen on two extremes — overt generalizations and elevating exceptions.

For example, we had little patience for top ten lists that included rules such as limiting every post to 250 words. It's not true. Economy of language has nothing to do length. It has to do with telling a story in the right amount of words.

Conversely, we're hardly convinced that every viral video needs to look amateurish because one or three or fifty examples did. There are hundreds of videos that prove the opposite. This is one of the failings of best practices in general. While they can be useful, circumstances and outcomes vary.

2. Originality. The content had to be original, with originality taking two forms. It had to be original in that it couldn't steal the best content from several solid posts without attribution. And it had to be better than a "pile on" topic post.

Although I've known it to exist, plagiarism is surprisingly common among communication blogs, even popular ones. It becomes more obvious when you're scanning several hundred. We had no patience for it and dumped any blogger from the list when it became obvious their spun content was something more than collective unconscious.

Pile on posts are different. There comes a point when you have to ask yourself if the world needs another Kenneth Cole Twitter post. Unless you have some exceptionally unique insight to offer on the topic or want to refute a colleague's conclusion, let the media follow the media.

3. Insight. More often than not, posts that tended to rise to the top offered exactly what I mentioned in the second tip. They frequently went against the grain because better communicators gave considerable thought to the communication challenge.

There are dozens of examples that pulled from the greater collection of fresh picked posts last year. A few that come to mind include The Flow of the First Mover by Ike Pigott, which fused analogy and truth; Digital Case Studies: Punch Pizza by Arik Hason, which adds analysis to a promotional success story; and The Five Ways Companies Organize for Social Business by Jeremiah Owyang, which detailed communication structure not unlike we did for fan groups a few years ago.

The primary point is that playing follow the leader like the media often does isn't very valuable unless you can add something else to the story. For example, while everyone was writing about the Gulf Coast oil spill last year, I always tried to focus on less covered topics related to the crisis. On the front end, I didn't write about the topic du jour but rather how all stakeholders were handling the communication differently.

4. Humanity. Throwaway posts and bullet lists usually don't include any semblance of humanity. They're not memorable. There is much more power in sharing a singular story, especially when the story telling is as unique as the content.

Last year, Erin Greenfield shared her first-hand experience at creating a promotional video; Rachel Kay shared her thoughts on how people react to earthquakes; and Geoff Livingston saw the damage caused by the oil spill first hand. You can't fake the passion exhibited by each author. There is no formula.

While it's unlikely to happen every day someone sits down to write, there is something to be said about finding the passion and purpose in the topic you want to cover (and by that I mean beyond any organizational objectives). Don't just write about what you know — write about what makes you passionate. And, when your personal interests don't fit the organizational goals, look for links that help tie them together.

5. Expansive. Too many myopic posts become boorish. It's one of the reasons why links generally lend a little more to any story. It shows evidence that the author isn't considering their point of view to be absolute and helps create content with more depth in fewer words.

While there were some exceptions, the greater majority of fresh content picks were inclined to share supporting and conflicting points of view. It might be worthwhile to point out that this wasn't a condition for inclusion, but rather a post-experiment observation.

One thought of caution: Simply dropping in links to draw the attention doesn't work in the same way. The links included have to be as thoughtful as the content. All too often, we had to brush aside posts that recapped the same private bubble lists that raved about the same three people day after day after day. Sometimes I was tempted to leave a comment — you're friends through thick and thin, we get it.

There are no rules to social media.

I might like to stress that these five all provide a solid guide, but there are no rules to great writing (blog posts included). And while there is something to be said about design, positioning labels, post times, and share times, focusing on quality content will pay higher dividends over the long term than over analyzing all those details some people prescribe.

I also hope this helps guide some of the people who have asked me to share "all" the blogs that were included so they might learn what not to do as much as they can learn what to do. While I will be including a master list of all those picked some time after the fifth lesson next week, I'm hesitant to include those who were never picked because the intent was never to disparage, popular or not.

This is the fourth lesson from the Fresh Content experiment, which tracked 250 blogs for almost a year. The experiment focused on the quality of the content and not the perceived popularity of the authors.

Gaming Apologies: Empty Without Empathy

Last year, Bob Conrad was one of a few communicators who stood in defense of Toyota while it was savaged in media coverage over recalls. This year, ample evidence has been released that demonstrates Toyota was essentially proven to not be at fault for the accidents.

I was less sympathetic, but only because Toyota made the decision to apologize too quickly. It had come before Toyota had even identified the problem.

Why? They assumed their own guilt because of a rushed and improper situation analysis. Once they apologized and accepted guilt, nobody was ready to believe them again, at least not right away.

Taco Bell isn't handing out apologies. They're handing out tacos.

In the wake of a lawsuit claiming that Taco Bell is misleading consumers into believing it serves "seasoned ground beef" as opposed to "taco meat filling," dozens were prompted to make jokes and try to turn allegations into opportunity at the expense of the chain.

Had the company employed the ten commandments of social media crisis management, they would have rushed in, taken their lumps, and said they were sorry. So why didn't they?


Personally, I'm not a fan of fast food but I have to give them props. They paused long enough to conduct a situation analysis and conclude they aren't guilty. Their taco filling contains considerably more beef (88 percent) than the plaintiffs want people to believe (35-36 percent). The courts will decide the rest, but the public crisis appears to have been abated.

Most apologies are meaningless anyway.

Perhaps worse than not offering an apology when it is warranted is offering one that doesn't sound like much of an apology. Ask Nir Rosen.

He had every reason to apologize after some of the mean-spirited remarks he made related to the Lara Logan atrocity. And he did apologize, sort of, maybe not.

"There's probably some larger lesson about social media to be drawn here, and how its immediacy can be great in its power to connect us," Rosen wrote. "But also a liability because something blurted out and not meant to be serious acquires a greater power."

Um, hardly. There is no larger lesson about the immediacy of social media to be learned from Rosen or how things might be taken out of context. There is, however, a lesson that can be drawn from his article. It appears to be the one quality he seems to lack.

Empathy is the most important aspect of an apology.

It's simple. Apologies are meant to be an expression of empathy from the guilty. And, when they are well meant, they might elicit forgiveness. But without empathy, they're empty words — a ploy concocted by public relations and propaganda.

Some public relations professionals advise that apologies are critical to protecting reputation, guilty or not. However, if they are delivered with a lack of empathy, it reveals something worse than no apology at all.

For Toyota, it showed how willing their executives were to trade strength of character for the illusion of reputation. And, for Rosen, it seem obvious that he is only ready to apologize for the damage he caused himself.

In fact, both of them might have fared better with non-apologetic empathy. For example, Toyota executives could have expressed their sympathy for any accident victims and their families while investigating the claims (perhaps offering to help even if they were not at fault). Or, perhaps Rosen could have reflected on how his words could have made sexual assault victims and women feel instead of intellectualizing his dilemma in an article.

And when no one was hurt? Taco Bell might have made the right play. Most people seem to be expressing empathy for them these days. That makes sense. Besides, their tacos only contain one-and-a-half ounces of seasoned beef anyway.

Causing Revolutions: The Influence Of Nobody

"I, a girl, am going down to Tahrir Square, and I will stand alone. And I'll hold up a banner. Perhaps people will show some honor." —  Asmaa Mahfouz

Jay Rosen has contributed a nice round- up of posts that brings some balance back to the debate of whether or not social media helped topple a dictator, so I won't bother. (Hint: It's not a yes or no answer. It's not even the right question.) There's a better topic, even if some of it overlaps.

This topic comes in the form of 26-year-old Asmaa Mahfouz (and others). While she is a young and reasonably new activist in Egypt, she would be considered by most social media measures as one of the least likely catalysts of an uprising. She might even be considered a nobody. (Me too, I imagine.)

And yet, she is the person who posted a status message on Facebook, not Twitter, saying that she was going to Tahrir Square. It was also her video that resonated with the Egyptian people. And it resonated not because she appeared to be somebody but rather nobody, much like them. Here is the video if you haven't seen it.


You can read one of the earliest stories about her contributions here. You make the call on the source. There are others. Thousands in fact, including The New York Times, which included that her video motivated men even more than women.

Real influence often belongs to nobody at the right moment.

Sure, I understand there is some hubbub about whether social media played a role or not, even if most of it was preemptive push back. I call it "preemptive" because the people Rosen criticized for the push back seemed to be reacting to what they thought people would say. They thought people would say "social media toppled a dictator" because they did say things like that about Tunisia. Mike Masnick addressed it too, perhaps even better than Rosen.

The better question is what can we learn from Mahfouz about influence? And what does her role say about those who cater to somebodies as opposed to nobodies?

I think the answer predates social media. After all, Rosa Parks didn't need Twitter or Facebook or even an Internet to give up her seat on a bus in Montgomery, Alabama.

Right, there were others before Parks (much like there were others before Mahfouz in Egypt). But unlike the disobedience by Parks in 1955, no other individual action sparked the Montgomery bus boycott. Hers is the story of the right action, the right message, the right time, and the right nobody. Someone who unexpectedly turned out to be one of the most important somebodies in the civil right movement.

I suspect the same could be said about Mahfouz, whether or not she had Twitter or Facebook. The only difference is that the new tools speed things up.

For Parks, it took 24 hours before her story (originally printed and circulated on a flyer to the local black community) reached Reverend Martin Luther King, Jr. and even longer for the Supreme Court ruling (Browder v. Gayle, 1956). Hundreds of years earlier, it took months before the iconic Paul Revere depiction of the Boston Massacre to circulate before enough people saw it as a rally point that sparked a revolution six years after. Hundreds and hundreds of years before that, Spartacus did not even have the benefit of a printing press.

All told, there have been hundreds of notable and historic revolutions and rebellions all over the world well before social media. And, I suspect there will be hundreds more long after social media is replaced by some other sweeping form of communication.

The tools, no doubt, will continue to change. But what will remain is that revolutions, uprisings, and rebellions are most often sparked by nobodies, regardless of the communication tools at their disposal. They are not sparked by nobodies who turn into somebodies, who then turn their backs on the rank and file of nobodies from which they came.

And this, more than any other lesson, is why we ought to be more cautious about influencers. They are only somebodies under constant threat of losing the authority granted them by the fat and happy mass of nobodies. However, when those nobodies feel less than happy, they are also the ones who may one day unexpectedly change history in ways we can never imagine. In ways that Mubarak never imagined. In ways that George III never imagined. In ways that Roman republic never imagined.

Nobodies define history, even when they are obscured by it.

Not all of it has to be confined by revolution or uprising. Sometimes it can be a simple act of incredible heroics.

Case in point. Ronald Reagan is rightly credited for setting the environment in which the Berlin Wall came down. However, he could have never delivered that speech if not for the action of the nobodies — Jerry Parr, Thomas Delahanty and Tim McCarthy (and others) — who acted heroically and prevented an assassination attempt. Those men, and also the mass of nobodies responsible for the intense East German protest in 1989, made it happen. One of the world's most influential super powers was suddenly powerless.

I don't mean this as a rub against Reagan in the least, but there was a time when he was considered a nobody too. Ironically though, what seems to separate him from a some people who climbed up the ranks of social media, I think, is that Reagan never forgot it. Other people do. Companies do. Organizations do.

Organizations needn't bother looking for and empowering influencers, tiny tyrants of their respective spheres. They ought to consider how they can work together with hundreds and thousands of the right nobodies who just might change the world.

Old school media is gone, but that doesn't mean we need to erect new media based on old ideas. It's one of the many reasons Seth Godin was wrong when he wrote about tribes or Shel Israel about villes. Social media is still populated by nomads, hundreds of nobodies with the potential to be somebody (and nobody again) in the blink of an eye. Just like life, offline.

Influence is a fragile thing, you see. And the tools — a mass following of people you think agree with you or a paid army of one million — change nothing. It all ends the same for those who forget where they came from. The most influential man in Egypt might wake up to find he has nothing more to say because a nobody girl like Asmaa Mahfouz captures the hearts, minds, and sentiment of how people feel.

It's the kind of outcome organizations might think about. It might seem easier to prop up someone who can dictate. But sooner or later, it will be the mass of nobodies beneath them that decide whether to protect your company or buy what you are selling. Because once the influencer is gone — bought out, burnt out, retired, run out, or proven a fraud — you might find yourself asking tough questions like the United States is asking now.

Do these people want our definition of freedom or just freedom from us? Were you listening?