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« Assessing Corporate Readiness for Social Media | Main | Mzinga Acquires Prospero »

March 01, 2008


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Joe Cascio

Under developing demand, you could include "invitation-only" beta sites. Seesmic and several other sites used this not necessarily for creating interest and demand, but it did have that effect.

Do you think that these girls are popular because they were endowed with a more refined sense of social mechanics, or the converse, that they develop a more refined sense because their looks make them popular? Certainly everyone in high school, popular or not, knows the "rules".

Do you think women who were "popular" in high school would be more able to articulate that knowledge? I wouldn't think that ability or intuition would ever leave one.

Rachel Happe

Hi Joe -

Yes, Seesmic did do this well..but they are not a huge Internet success...yet. But that reminded me of who does do this well...Apple product launches create huge pre-release demand.

I think popular girls are popular because they understand these dynamics better than everyone else. They are not always the best dressed or the most beautiful (the girl who has all the most recent clothes but is still socially isolated comes to mind...and it typically viewed as a little desperate by her peers.) And, yes, these girls grow up and keep the knowledge with them...but I think they often don't realize what they know because it has become so ingrained.

Thanks for the comments.

Aaron Strout


Two points to make:
1) Kudos for starting a blog. I love talking with you F2F, on the phone and via Twitter. It's nice to have one more channel via which to connect with you and read more about what you're thinking! I think you'll find that your blog help you significantly with your analyst work (not to mention further build your street cred as a SM guru.)

2) The topic of "why aren't there more women in social media" is fascinating to me. As you point out, girls and women are probably the best equipped to instruct the larger crowd on how to be more socially adept (God knows we males aren't always very good at it.) I'm encouraged to see that at least 1/4 to 1/3 of my Twitter followers are female (most are hard core social media enthusiasts) but would obviously love to see more of a 50/50 mix.

Having more prominent females blogging, twittering, speaking and leading is a good thing for social media. Amen for demonstrating your leadership role in this space!

Aaron (@astrout)

Rachel Happe

Thanks for stopping by and leaving a nice note Aaron - I appreciate the support.

I think you are right...maybe all that needs to happen is more of us need to step up to even out the voices. Here's to stepping out!

Debbie Swee

Hi Rachel, nice post! I chanced upon your blog while I was reading the Metcalfe's Law article on O'Reilly. We should publish on our Facebook page! What do you think? Cheers.

Winnie Tong

Under "developing demand" might I suggest, a site that sells only one discounted item per day.


Maybe we're relearning because we weren't the popular girls in high school? :) I know I wasn't.

I like your comparison to the traits that the 'popular' girls had how they match up to different web companies.


One thing the popular girls do is squash anyone that could detract from their popular status. They do this by alienating people with different exciting ideas, and encouraging the rest of the group to the same.
Surely that sort of thing is counter-intuitive to the power of social media...

Rachel Happe

Debbie - Woot - of course!
Winnie - thank you
Gina - I agree - that is partly my point, they understand how to use social relationships...but they often don't have maturity, judgment, respect for others, etc....but they are worth watching because they use social relationships and information so well - in both good and bad ways. I'm not suggesting we copy them, just use them to understand relationships and information exchange and its impact on power dynamics, etc.

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