I just keep finding great examples from the music industry of the power of social media and to support my Social Media Marketing Framework.
The latest is a bit of hip hop news but it is great example of the difference between Idea Propagation and Platform Creation. There has been a recent beef (argument) between old school gangster Ice T and 16 year old New Media Juggernaut, Souljah Boy. You probably remember Souljah Boy from his song/video/dance ‘Crank That’ which started as a grassroots movement on Youtube and pushed over too traditional media channels and became a dance classic of 2007.
Anyway Ice T came out on little known DJ Cisco Mixtape and dissed Souljah Boy by saying he ‘single handley killed hip hop’ and he can ‘go eat a dick’. Anyway Souljah Boy responded by posting a response video on his Youtube channel. The video has now been viewed by over 1,000,000 people while the mixtape is riding off the success of the beef.
Your always going to be stronger if you have your own audience and do not have to borrow an audience from another media property. Ice T initial comments were probably heard by 5,000 people who bought the mixtape whereas Souljah Boys response was heard by 1,000,000 people through his own media platform (Youtube Channel).
The great thing about Platform Creation is that you get to choose what information gets out to your audience and when, whereas Idea Propagation will suffer from being controlled by when the media channel wants to publish their content.