Social Media’s New Gold Diggers
Sitting on the fringes of some social media campaigns I am noticing an interesting bunch of players. Fans who have made it their business to win prizes that brands offer online.
You see them again and again and again. The moment a contest is announced by a brand, they swoop down, powered by their personal networks on Facebook, Twitter and 4sq.
Free keychains, no problem, Tee Shirts, we will play! Mobile phones bring em on…
Anything that is thrown down at them, they are game. The same names, the same faces, similar styles. Their theme is familiar. As if telling brand and community managers – you play, we are game.
The “9s” in the 90/9/1 rule of social media they are. They don’t create much on their own but they are ready participants on games simple and tough. Sharing, joking, heckling, flaming, cheering – they seem like a virtual band of brothers and sisters sharing tips as they move from network to network, game to game.
We have heard about Chinese Gold diggers and their subsequent ban on online. Virtual millionaires on Second Life and this excellent story in Wired Magazine that tipped us about this demographic some years ago. Others who help you farm better on Farmville and stuff. But these guys are not that intense. Afflicted with ADD as it were, flirting between many contests at the same time, day in and day out.
It’s a privilege to be a fly on the wall to watch these online merchants ply their trade. Young people from cities and small towns who have learned tricks, shared tips and how tos online.
Would be fascinating to bring these new age netizens together for a tete-a-tete. Understand their real world lives, virtual avatars, online strategies, motivations and more.
In the connected world, anything is possible and I could be a digital anthropologist. Dig, dig, dig