SOCIAL MEDIA

Dr Matt McDougall

Surviving Digital Tribalism....Rules of War Using Twitter

Written by Dr Matt McDougall  | March 14th 2009 Be the first to comment

Is it me or have others noticed the tribalism within Twitter? I must admit I am an active social networker and participate in a number of social networking sites/platforms. Within each community there exists implicit rules, norms , culture and possibility even a cyber language. But in the most part I am not seeing the digital tribalism elements like I am seeing within the Twitter micro-blogging community.

Digital TribalismI believe that the near real-time engagement and discource that Twitter offers for you to communicate/feedback with your followers allows for the tribes to communicate, disseminates information and build relationships.

Communication is done in a virtual manner through twits (less than 140 characters).  However, there is no assurance of personal interest protection, control and safeguards. Tribesmen have autonomy with respect to their twits … But as with any tribe, you start to venture outside the group norms and there could be trouble.

We already see incidences on Twitter of people ganging up on one another, calling others names, slandering them or even stating what is appropraite for discussion (or not)… Within any society, tribalism exists and that is indead true with communities online. Further, the headhunting syndrome is also true within digital communities- the enforcers of the ‘cread’, the protectors of what is good and right. People (tribesman) that believe it is their place, their right and their responcibility for the communities interest to ensure the ‘rules’ are understood and followed…

So on Twitter you don’t see (in the most part) excessive swearing, abusive language, off-color jokes, the  use of CAPS IN TWITS, and will even notice that certain topics are not mentioned (not talking about from the illegal topics). Should you see this behaviour, the tribesman would circle and ‘educate’ the offendor. This is the nature of group learning/forming that has developed within the Twitter culture, it’s social norms and determined the nature of twit engagement.

So for those of you that see Twitter simply as a novity application, a fad; don’t be fooled.  Twitter is a community of tribes where headhunters roam the community. I wish you all the best and hope your war paint is enough to scare them away.

Share  

CHAMPION IN FOCUS

Dr Matt McDougall Dr Matt McDougall
Company: SinoTech Group
Position: Group CEO & Executive Chairman
Dr McDougall is recognized as a leading expert on digital performance marketing. Dr McDougall founded SinoTech Group in Beijing, China after identifying a need in the Chinese market for an integrated digital advertising platform Read Dr Matt's full bio

Latest Articles by Dr Matt

September 24 | Did Viral Marketing Damage the Hasbro Brand?
May 29 | A Practical Social Media Marketing Methodology for Agencies
March 29 | How Do You Measure Social Media Marketing? - Metrics And Analysis



    COMMENTS ADD COMMENT

    There are no comments for this article

    COMPANY PROFILE

    SinoTech Group

    SinoTech Group is leading the thinking in digital marketing where creative marketing, online media and technologies are brought together to unleash the full possibilities of a digital age.  More info & Contact Details



     

    RELATED COMPANIES

    Resonate Solutions Resonate Solutions

    Resonate helps its clients build and develop online communities

    AcKnowledge Consulting AcKnowledge Consulting

    Acting on knowledge, communication and learning.

    The Online Circle Interactive The Online Circle Interactive

    Full-service interactive agency. Strategy and business to the internet. Internet marketing strategy ; Search Engine Optimisation (SEO) in combination with Social Media strategies and tactics. Talk to us +61 03 9813 2141

    RELATED EVENTS

    ConnectNow

    ConnectNow at the intersection of social media, emerging technologies and enterprise.

    The Hub and Spoke Model for Social Media The Hub and Spoke Model for Social Media

    A common debate among those working in marketing and social media is between engaging people in your own domain - in an online community that you build and manage yourself - and engaging people where they are - out in social networks like Facebook and MyS

    Focusing your Social Media Efforts - the 'Hub and Spoke' Approach Focusing your Social Media Efforts - the 'Hub and Spoke' Approach

    A common debate amongst marketers contemplating their approach to social media is where to focus brand engagement: do you engage people where they are - on public social networks like Facebook, Twitter, YouTube or do you invite them to an online communi

    RELATED JOBS

    round8 Campaign Manager - Digital

    Sydney | Full-time



    Australian Conservation Foundation Online Deisgner and Producer

    Melbourne | Contract


    RELATED NEWS SHARES

    RELATED ARTICLES

    Facebook opens up

    592 views


     

    LATEST DIRECTORY LISTINGS Boost SEO - add your company for free

    ClickThroughLast Chance AdsDisperse InteractiveWebski SolutionsSoprano DesignbwaveSteely Eye Digital MediaDesign QuotesSave My Musik Pty Ltd