In the future everyone will be famous for 15 persons
(myself on the shoulder of giant Andy Warhol: In the future everyone will be famous for 15 minutes“)
The trust is already here â€“ it’s just not evenly distributed
(myself on the shoulder of William Gibson: The future is already here – it’s just not evenly distributed)
or some quotes from Trust in Peers Trumps the “A-List,” Study Finds by Steve Rubel:
Mediapost reports that a new study from Pollara found that people who engage in social networks and communities put far more trust in friends and family who are online than in popular bloggers, or strangers with 10,000 MySpace “friends.”
Some 58% of opinion elites 35-64 in 18 countries said they trust “a person like me.”
The question of targeting super nodes vs. smaller groups is all coming down to trust. While the marketplace – both marketers and publishers – continue to focus on reach, they are missing the big picture. Trust is by far a more important metric, one that clearly rules when it comes to influence.
The baseline argument is the following.
In the previous era of mass-media, each one of us was “forced” to trust the few of us who had a voice. And this created the Britney Spearses and the Paris Hiltons.
In the current era of easy self web publishing, each of us can choose whom to trust among the many of us who have a voice. And be sure my friend the 15 persons peers I choose to trust are already (and will be even more) different from the 15 persons peers you choose to trust. No more Britnear Spearses in the future, but just your own one.
Simply put, trust is now distributed.
And yes, in case you are wondering, I do believe in the future each of us will stay on the shoulders of dwarves, thousands of dwarves instead of few giants.