I have been reading Outliers by Malcolm Gladwell and just to be clear… the book is awesome.

At the beginning of the book Malcolm talks about a researcher named Stewart Wolf who was fascinated with the long lives of a group of Italians living in Roseto, Pennsylvania. Wolf did extensive research to try and figure out when the citizens of Roseta had virtually no heart disease or any sickness related deaths of any kind. It was not the diet, exercise or location… what Wolf found was that it was the city itself (pg 9). The conversations and relationships that “Rosetians” experienced on a daily basis helped keep them healthy and jovial.

This post is not about the City of Roseta.. it is about the data that was presented to medical communities across the world. Wolf was being met with resistance because of lack of “long rows of data arrayed in complex charts (pg 10).” They had to convince the medial establishment to look PAST the data and look at the findings in an entirely new light.

The same is true for using social media. There is still resistance from the “establishment”  because of the lack of data and charts to show growth rates and return-on-investment. Have we started to discuss the negative ramifications of not being involved in the new medium of social media?

Roseta citizens remained healthy and content because of conversations and relationship driven communication.. can’t that be applied to your marketing? Can’t that be applied to your communication strategy

What is stopping you?

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