TED | 如何在社交媒体上掀起波澜？

演讲简介

在这篇演讲里，Reddit网站的创始人向我们讲述了一只座头鲸变成网络明星的真实故事。这跟标题有什么关系呢？一起看看吧。

 

 

 

 

演讲精彩片段（节选）欣赏

 

I think that's what helped drive this. Whatwas cool were the repercussions. Greenpeace created an entire marketingcampaign around it -- Mister Splashy Pants shirts and pins, an e-card so youcould send your friend a dancing Splashy. But even more important was that theyaccomplished their mission. The Japanese government called off their whalingexpedition. Mission accomplished: Greenpeace was thrilled, the whales werehappy -- that's a quote.

我觉得这也是原动力之一。但更酷的是现在绿色和平的对应，他们将之彻底市场化了。他们卖喷水先生T恤和胸章。他们甚至开发了一种电子贺卡，让你可以把跳舞的喷水先生发给你的朋友。但更重要的是他们真的完成了他们的任务。日本政府叫停了他们的捕鲸考察。使命达成。绿色和平很激动。鲸鱼们很开心。引用一下。

 

And actually, Redditors in the Internetcommunity were happy to participate, but they weren't whale lovers. A few,certainly, but we're talking about a lot of people, really interested andcaught up in this meme. Greenpeace came back to the site and thanked Reddit forits participation. But this wasn't really altruism; just interest in doing somethingcool.

实际上，网络社区中的Redditor们喜欢凑热闹，但他们并不真的热爱鲸鱼。可能有一些是。但大多数人只是对这个热闹感兴趣并且趋之若鹜。绿色和平的人到这个网站来感谢Reddit们的参与。但这种参与其实不是出于利他主义。只是大家都想做点很酷的事儿而已。

 

This is how the Internet works. This isthat great big secret. The Internet provides a level playing field. Your linkis as good as your link, which is as good as my link. With a browser, anyonecan get to any website no matter your budget. That is, as long as you can keepnet neutrality in place.

这就是互联网世界的规则。这就是互联网的大秘密。因为网络提供了一个人人平等的游乐场。你的链接和（转向另一观众）你的一样有价值，我的也是一样。只要你有一个浏览器。不管财力大小任何人都能访问任何网站。只要网络能保持它的中立性。

 

 

Another important thing is it costs nothingto get content online. There are so many publishing tools available, it onlytakes a few minutes to produce something. and the cost of iteration is socheap, you might as well.

另一个很重要的点是在网络上浏览内容现在不用花任何额外费用。我们有太多厉害的网络发布工具。现在几分钟就可以有所创造。重复操作是如此简单，你也许会想也试一把。

 

If you do, be genuine. Be honest, up-front.One of the great lessons Greenpeace learned is that it's OK to lose control, OKto take yourself a little less seriously, given that, even though it's a veryserious cause, you could ultimately achieve your goal. That's the final messageI want to share: you can do well online. But no longer is the message comingfrom just the top down. If you want to succeed you've got to be OK to losecontrol.

如果你真的想做，请保持真诚。请实话实说。请敏锐前卫。而且绿色和平实际上学到了很重要的一课那就是失控其实没什么大不了。不把自己太当回事也没什么大不了。了解了这个，即使这本身是挺不得了的道理，你最终就能实现你的目标。这也是我想与大家分享的最后一个秘诀——就是上网也能做大事。但秘诀并不再是大人物掌控一切。若想成功，面对失控的情形你要心态平和。

 

Thank you.(Applause)

谢谢大家。（掌声）