TED | 如何在社交媒体上掀起波澜?









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.



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.



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.




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.



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.



Thank you.(Applause)