Time Magazine Studies Social Media’s Role in The Trayvon Martin Movement with Brian Solis

Madison Gray of Time reached out to Brian Solis to understand how social media added to the network effect that ultimately led to the “Justice for Trayvon Martin” movement.

Here are some of Solis’ thoughts from the article, “Social Media: The Muscle Behind the Trayvon Martin Movement“…

Knowledge of the Trayvon Martin case spread slowly at first. But online petitions, plus millions of tweets and Facebook “likes,” made the country take notice.

“What we’re talking about here is what social scientists refer to as network density and ultimately the network effect,” says Brian Solis, principal analyst at Altimeter Group, a San Mateo-based firm that monitors social media. “Change.org became the repository for focus and for trying to bring about change much the same as Facebook did in uprising in Egypt.”

He says the fact that this movement has become so powerful comes as no surprise, because it has already been demonstrated in other parts of the world like Egypt and in London last year. “[Social media] is the most profound platform that we’ve ever had to do this so quickly and efficiently with such great reach.”

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ABOUT ME

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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