Here’s part two of our ‘What exactly is social media?’ white paper.

The key distribution mechanic:

In social media, the key distribution mechanic is the peer-to-peer pass on.

This takes two main forms:

1. I pass on (or display) something I find useful/interesting to someone I believe will also find it useful/interesting
2. I see something I think is useful or interesting displayed by someone I trust – and copy it.

Creating something interesting for people to do together is the key to being welcomed in and shared in these peer-to-peer networks of trust.

This is why the creative element, ideally working on the brief creation with those you would target, is so important. The more time and effort spent getting this part right, the less time and effort is required in seeding strategies.

Widgets, badges and applications:

These are essentially pieces of code which create a piece of online furniture for users to place on their profiles, forums, desktops etc.

They can be grabbed and shared and easily installed on places such as facebook profiles or users blogs.

A youtube video is a widget.

These are at their most effective when we allow users to add something of themselves – to create their own personal outcome through customisation and personalisation.

If they are allowed to join in the creation they are more likely to value the result and want to pass it on to their friends.

So we make our products and messaging adaptable in order for them to be adoptable, if we are to expect successful transmission in social media.

If I like something I may pass it on to peers by:

* texting them a url or invite to join in
* emailing them a link or invite to join in
* IM-ing a link
* Posting about it on a forum
* Posting a blog post
* Microblogging about it
* Creating a video about it and sharing that
* Taking pictures in relation to it – and sharing those
* Talking about it in all of the above and offline – recommending it to people who trust me
* Recommending and voting for the results in places such as delicious, digg, stumbleupon, maholo etc

Bearing the above in mind helps guide which share-able functions it is wise to include in robust and effective widgets.

But it’s not all about widgets:

Distribution can be effective provided we give something interesting and useful for people to do together. This can be a microsite which serves a need, a simple tool or service which provides value/saves times, a video, graphic, game, cartoon, image, text , audio.

The distribution of any and all can be improved by making it adaptable in order to be adoptable and by making it as easy and compelling as possible to pass on to friends. And by making it something people can do together.

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