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Malcom Gladwell Tipping Point Summary

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Malcom Gladwell Tipping Point Summary
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Malcom Gladwell defines connectors in his book “Tipping Point” as: “These people connect ideas and concepts. Their social networks are 100 people or more. They can often reach across industries and other traditional socioeconomic boundaries.” Whether we agree with Gladwell’s revolutionary concepts or not, we cannot deny it changed the way we think. If we want to translate Gladwell’s term “connectors” to a much simpler word, it would be “ the middle man.” For centuries, people created jobs by being the middleman, such as: car dealers, brokers, headhunters, consultants, etc. Today, the same concept invaded the digital world. Social media, pioneering the digital industry, has become a vital element in the success of any brand. …show more content…
Long gone are the days where TV and radio spots are the influential touch points. Who wants to pay thousands of dollars for a quarter page in the morning paper, when he can reach double the audience on social media, and for fraction the price? But how can a brand create an epidemic on social media? What platform is right for its message? How does it get people to retweet the message? Regram the picture? And reshare the post? Simple. It goes to Niche! Niche connects corporations and brands to the stars of social media. In other words, it connects them to the trendsetters on Instagram, Vine, Twitter, YouTube, etc. It connects the advertisers with the “connectors” of social …show more content…
Lachtman specialized in in digital media and marketing, and worked alongside leading brands like ESPN, Google, and YouTube.

How does it work exactly?

Niche pairs up advertisers (brands, corporations, agencies etc.) with the influencers on Instagram, YouTube, Twitter, etc. These selected influencers make Vines, Instagram pictures, YouTube videos and other various social content for a certain message the brand selects for them. After the brand approves of the social media content, the influencers share it with their followers. The result is usually an engaging piece of branded content, and sometimes picks up virally. Check the below example:

Brand: American Eagle
Social Media Platform: Instagram
Influencer: Amymarie Gaertner
Picture: https://instagram.com/p/kVTqPCQONm/

When Niche first opened to the public, it services including finding the perfect creator –trendsetter- to meet a brand's needs, used to be done manually by the
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