Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Revenge of 'Subcultures' with Social Media
Posted on April 13th 2012
I had a great conversation with a young French entrepreneur, based in NYC and Paris, who's going to launch a business dedicated to a specific "underground" community of artists. We made a comparison with Nail Art phenomenon in Europe, that we had the chance to discover 2 years ago.
After some monitoring of online conversations, and a strong mapping of communities of influencers in the beauty / cosmectics field, we've discovered that the 3rd centre of interest for French beautistas is Nail Art.
Something which was absolutely amazing at this stage, as traditional media and mass-consumption brands were absolutely not talking about this trend. Take Grazia for instance: there are still very few articles on this specific topic, whereas thousands of conversations are related to Nail Art.
And it's something big: communities that are related to niche fields, are now able to structure themselves, create synergies, endeavour an influential weight and strongly exist, even if classic key opinion leaders think it's "subculture". Having discussed with some journalists but also with editors in chief 2 years ago about Nail Art, their point of view was that it was just "crap", "popular", "weak".
But that's the true revolution: a community can get rid of a traditional opinion journey, connecting with other networks. In the case of Nail Art, it started with TumblR and blogs, then some brands understood the business potential of Nail Art and started to institutionalize some Nail Art Talents. Famous brands like Yves Saint Laurent are just starting to launch Nail Art "capsule" collections, and sales skyrocket. That's the point: subcultures have the chance to demonstrate that they are not niche nor sub, but massive.
Digital culture as a whole is increasingly becoming the dominant culture. Communities don't structure themselves only for "causes" or to generate a bad buzz, but to truly implement a new business environment. Subcultures are no longer "sub" but hyphenating strong networks.
That's probably an hypothesis for the development of shared-value: the means that brands and established stakeholders implement to generate hyphens with rising interests they don't control.