A few days ago I was browsing through the fans of the Fiber Camp and saw that a lot of Greek users have changed their avatar to a comic hero. I didn’t pay much attention until I realized that this was not a coincidence and that almost half of the fans gradually changed their avatar to a comic sketch. Fiber Camp ended being followed by Donald, Mickey, Goofy, Spiderman and other paper heroes!
As I looked more into it I found out that this was the result of an anonymous (not signed) Greek text that encouraged Facebook users to “change our […] avatars to a comic hero from our young ages so that we eliminate photos of humans from Facebook for just a few days”.
It sounds like a next-generation hoaxes/chain letters, circulating in the Interent since forever, but it probably isn’t just that.
It seems that social networking sites influence how users perceive anonymous recommendations and most importantly how they react to them. It also shows how easily can thousands of users be guided to coordinated behaviors, if the message is catchy and can penetrate the masses (think of the “happy hour”). An evolution of viral marketing maybe? Electronic reactions have no direct cost for the users and in several cases these are considered a lot of fun. And that’s all it takes, most of the time.
But I think this observation goes well beyond the potential of a successful marketing campaign. Internet users find it increasingly interesting to organize themselves into loose-purpose communities and most importantly to follow an idea and act collectively, denouncing individualism, the dominant social behavior in western cultures.
I think that society underestimates the power of virtual networks and social media, not in terms of marketing effectiveness of course, rather in terms of how users’ behavior may be maneuvered as they become increasingly exposed to the social media culture. Citizens’ long-term exposure to the Internet culture, expedited by social networking sites, may effectively change their behavior. Our actions are immediately influenced by our environment; but what environment? After all we are only mimics, naturally.