The 11th way to change the world through social media: a coordinated and simultaneous multi-blog post.
On May 12th, 2008, we published Ten Ways to Change the World Through Social Media as a guest post for Sustainablog. It was our first-ever guest post and came just six weeks after the launch of Max Gladwell.
We had a sense that this would be a significant step. We saw the potential for this content to establish the brand and clearly communicate the Max Gladwell message. This was our mission articulated in a headline.
The post became popular on Digg and generated plenty of discussion. We followed up five months later with 10 More Ways, which also found its way to Digg. The list became part of the Max Gladwell identity.
On May 12th, 2009, we published the third 10 Ways to Change the World Through Social Media, but we took a much different approach. As we considered the first anniversary of the list, it occurred to us that there might be a better way to share and distribute the content. There might be a better way to get it to more people who would find it valuable. The brainstorm lead to the idea for a simultaneous guest post across multiple blogs. Had this ever been done before? We weren’t sure. So we set a goal of publishing the third list concurrently on 100 blogs in a coordinated fashion. This is how it went.
Shared Content
As soon as the idea crystalized, we started reaching out to our blogging colleagues to garner feedback and get support. The response was almost universally enthusiastic. Our success rate was better than 95%, and we attribute this not just to the appeal of the message but to a predisposition among bloggers to embrace new ideas in this new medium. We tend to be an open-minded bunch.
The story was about changing the world through social media. And yet this exercise amounted to an experiment in changing the world through social media. In this sense, the social media was both a topic and a tactic, which is a founding principle of Max Gladwell.
The key piece of the puzzle was coordinating the simultaneous nature of the post. This would be a guest post authored by Max Gladwell, much like the original on Sustainablog, and though it would be published on multiple blogs, this would not be a re-post. The idea was for it to be viewed as original content by each blog’s immediate audience. Those who faithfully subscribe to that blog’s RSS, e-mail, or Twitter feed and who happen to be visiting at that moment would see it there for the first time. As such, the post might spark 100 simultaneous conversations about ways to change the world through social media.
We also decided to make the content open source. In other words, we proposed that bloggers could customize it and make it their own. We offered that numbers nine and 10 on the list could be wild-card spots, where they could substitute one or two “ways” of their own. Given our goal of 100 blogs, this had the potential to produce a total of 208 ways to change the world through social media. True to the spirit of open source, we also didn’t require any approval process for making changes or additions for any reason. The only restriction was the publication date and time: Tuesday, May 12th at 11:00 am PT / 2:00 pm ET.
Our friends at Triple Pundit opted to tailor the actual headline and in so doing pay us a most generous complement:
Cluetrain 2.0: Rob Reed, the venerable mind behind MaxGladwell.com had an idea today – get 100+ websites to simultaneously publish a post on ten ways in which social media can “change” the world. Longtime readers of this site know my affection for The Cluetrain Manifesto, written 10 years ago which states:
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
Rob’s site is devoted to this principal and to making the best, most intelligent use of social media for positive change – not just in business, but everywhere else.
We’re clearly fans of Cluetrain, as well, so this came a pleasant surprise. Incidentally, our favorite quote is that “a press release has all the dramatic tension of a phone number.”
Several days before the publication date, we supplied bloggers with the HTML content in a text document complete with links and images. For most it was a simple cut, paste, and publish. As Sommer Poquette of Green and Clean Mom remarked, we “made it way too easy to not be on board!” Several blogs set up author accounts, which we’ll use moving forward, while most just noted that this was the first guest post from Max Gladwell.
Below you’ll find links to all those who participated. The total was roughly 80, though not all published simultaneously. Note that the content is still available to be re-posted so we can reach the goal of 100. We’ll update this post with new links as necessary. And if we missed you this first time, please accept our apologies and let us know so we can add your blog to the list.
Twitter Strategy
The 10 Ways post included a specific Twitter strategy. We realized the likelihood of retweets was high given that it would be so widely published. However, we went a step further and attached a unique hashtag, which was noted in the introduction. We asked people to use #10Ways if they wished to take the conversation to Twitter. So not only could we monitor the headline itself, but we had a unique mechanism for (a) aggregating and following the conversation, (b) promoting it as a Twitter trending topic, and (c) getting a sense for the level of engagement. The strategy appears to have been successful.
All told, we estimate there were more than 4,000 Tweets about the post and it could easily be 5,000. Unfortunately, Twitter Search doesn’t go back farther than 1,500, so we have to estimate based on the Tweet rate. We can clearly see that there were more than 900 Tweets using the specific #10Ways hashtag. This speaks to the level of engagement with the content because one had to be aware of it in order to use it.
At its peak, the post claimed two concurrent spots in Twitter’s top-10 trending topics. The #10Ways tag was fourth, while “World Through Social” occupied the fifth spot. It appears Twitter gives a preference to hashtags. Otherwise, these two topics fluctuated in the top 10 for the bulk of the day.
When a single blog post becomes a trending topic on Twitter (this could be a first), it’s much like hitting the front page of Digg with one key distinction: the traffic goes to more than one place. It’s distributed. We suspect that this can provide more aggregate traffic than Digg, especially considering Twitter’s growth, and that the quality of the traffic, measured by page views and time spent per visitor, would also be greater. But this is pure speculation at this point.
Since Twitter’s trending topics is now integrated to the main user interface, it exposes these topics (together with the underlying content in this case) to all of Twitter. There’s a natural curiosity about why #1oWays or “World Through Social” is trending. And when these topics trend, it becomes self-reinforcing if the story is compelling. It exposes the content to a huge new audience, which might also decide to retweet it.
This particular strategy might only be possible under a scenario where the content is distributed across multiple blogs. It requires a collective effort of Tweeting and retweeting for a single headline to trend. When it does, though, it drives awareness across the Twittersphere, which drives traffic to any and all of the blogs involved. It’s quite possible that many of the blogs that posted 10 Ways received higher-than-average page views for that post. This would be counter intuitive because we typically rely on a combination of search and exclusivity to drive traffic. Twitter alone may have disrupted this formula.
And more than a week later, the #10Ways and “World Through Social” Tweets and retweets are still coming.
Distribution Model
We plan to survey all those who participated, both as a blogger and a subject of the post, pursuant to publishing a detailed case study on this social media first. We’re analyzing the data that is currently available and hope to report on everything in July, which will coincide with the next 10 Ways list. But first we’re interested to hear various perspectives and points of view about this experiment.
Is it possible this represents a new content distribution model? If content is well written or produced and if publishers agree to an embargo (date and time), is this method of distribution viable? Does Twitter make it more viable? If so, could it sustain itself with relevant, embedded sponsorships or advertising?
This assumes, of course, that content authors and producers maintain high levels of integrity and transparency. It also assumes that publishers will be willing to post duplicate content, albeit in a coordinated and simultaneous fashion, on a frequent basis. The quality of the content may have to overcome any perceived loss of value in not being unique. Or the Twitter strategy would have to pick up the slack. Then again, publishing duplicate content has historically been the norm.
This model is not all that different from the Associated Press…except for the part about providing the content free of charge. In our distributed scenario, the author of the content (and/or their partners) can monetize it through embedded ads and receive fair compensation for their work in proportion to its quality and performance. Publishers can monetize the page where that content resides, provided the advertising messages aren’t competing. This is obviously something they’d know beforehand and could decide accordingly.
It’s possible that this model could provide a solution to the imminent downfall of journalism and the Fourth Estate. Because it’s not newspapers we’re concerned about. It’s the content they publish and the vital role the press plays in our democracy. Just as we no longer need CDs and music labels, we don’t need newspapers and publishing conglomerates. We can do without the dead trees. But we do need journalists, and journalists have to make a living.
We’d love to hear your thoughts, either in the comments or privately. And if you’re a blogger or publisher of any size who would like to be included on the distribution list for the next 10 Ways post in July, feel free to contact us.
Lastly, in the spirit of #10Ways, feel free to re-post this content (whole or in part) on any relevant blog, pursuant to starting your own conversation about this social media experiment and a new content distribution model.
The 10 Ways Blogs
These are in no particular order (except maybe the first few):
Update:
Action for a Sustainable America












93 responses so far ↓
1 Ashwin // May 20, 2009 at 12:45 pm
Max, I think the way you’ve managed to collaborate with so many different bloggers and media portals is really cool and refreshing. It’s great to see how collaboration like this is beneficial to all those involved, and how different ideas of competition in the same arena is totally debunked here…
2 chris tackett // May 20, 2009 at 12:50 pm
Great job! We’re happy to have been a part of it.
3 Andy Sternberg // May 20, 2009 at 9:02 pm
Great example of how far and wide we can spread the good word with a bit of collaboration. Looking forward to the next 10 ways!
4 Kristen // May 22, 2009 at 9:37 am
I was very happy to be a part of it. Your green efforts are infectious. I look forward to the next exercise which I assume will be equally as awe-inspiring.
5 Green, Eco Links of the Week | Modern Eco Homes // May 22, 2009 at 9:42 am
[...] Gladwell successfully pulled off a social media experiment. Please check this out if you haven’t already. And if you’re a blogger or publisher of any size who would like to [...]
6 PB // May 27, 2009 at 1:41 am
Max, I think the way you’ve managed to collaborate with so many different bloggers and media portals is really cool and refreshing. It’s great to see how collaboration like this is beneficial to all those involved, and how different ideas of competition in the same arena is totally debunked here…
7 Andrew // May 27, 2009 at 6:36 pm
It looks like a great success, congratulations! I’m curious how Google will treat it, or if you have any initial idea how it did treat it? It’s a lot of duplicate content, of course, but on different sites. I can’t imagine there being a penalty, but I can imagine search algorithms wouldn’t quite know what to do with this new strategy.
Like you say, there is transparency and integrity with it so it shouldn’t be viewed as spammy (like paid content or sites like EzineArticles), but rather an evolved way to distribute an important message.
Of course, Twitter and Twitter Search may render this conversation obsolete soon enough…
8 Winders on the Web // Jun 1, 2009 at 9:00 pm
[...] student of online guerrilla marketing, equally impressive to me was the idea of a coordinated, simultaneous multi-blog post and its relationship to the changing media [...]
9 Carla // Jun 6, 2009 at 7:11 pm
Congratulations on your success! You definitely have a lot of really great ideas.
10 Rick // Jul 2, 2009 at 1:24 pm
Congratulations on the experiment, and it is amazing how many green blogs and sites exist these days. That is one impressive list above.
11 How to promote your blog with guest posting, pt. 2 | SUSTAINABLE MARKETING BLOG // Jul 8, 2009 at 3:22 am
[...] biggest guest posting effort I’ve seen was Max Gladwell’s simultaneous posting of “10 ways to change the world through social media” on 100 different blogs. I won’t attempt that but I will spend the next stage of my [...]
12 10 Ways to Support Charity Through Social Media « jonz in my bonz // Jul 14, 2009 at 5:16 am
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15 10 Ways to Support Charity Through Social Media. | EcoTech Daily // Jul 14, 2009 at 9:00 am
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16 10 Ways to Support Charity Through Social Media : Sustainablog // Jul 14, 2009 at 9:01 am
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24 People of the Books » Blog Archive » Social Media for the Greater Good // Jul 14, 2009 at 9:07 am
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25 utter randomonium » Blog Archive » 10 Ways to Support Charity Through Social Media - // Jul 14, 2009 at 9:12 am
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26 10 Ways to Support Charity Through Social Media - Fresh.HowYouEco - Green. Health. Life. // Jul 14, 2009 at 9:12 am
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29 MY GREEN SIDE · 10 Ways to Support Charity Through Social Media // Jul 14, 2009 at 9:23 am
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30 10 Ways to Support Charity Through Social Media | Live Earth // Jul 14, 2009 at 9:27 am
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31 Twiver | Non-Profit Technology » 10 Ways to Support Charity Through Social Media // Jul 14, 2009 at 9:29 am
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32 E-Learning » Blog Archive » 10 Ways to Support Charity Through Social Media // Jul 14, 2009 at 9:34 am
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33 10 Ways to Support Charity Through Social Media | GovFresh - Government 2.0 // Jul 14, 2009 at 9:41 am
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37 10 Ways to Support Charity Through Social Media : Green Resouces // Jul 14, 2009 at 9:57 am
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40 10 Ways to Support Charity Through Social Media – Luke Fretwell // Jul 14, 2009 at 10:07 am
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43 Summer of Social Good Launches #10ways | SocialEarth // Jul 14, 2009 at 10:56 am
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44 10 Ways to Support Charity Through Social Media - Zidee.com // Jul 14, 2009 at 11:01 am
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45 10 Ways to Support Charity Through Social Media - Zidee.com // Jul 14, 2009 at 11:02 am
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46 10 Ways to Support Charity Through Social Media « VIVA GREEN! // Jul 14, 2009 at 11:17 am
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47 GreenHubs.com » 10 Ways to Support Charity Through Social Media // Jul 14, 2009 at 11:19 am
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48 10 Ways to Support Charity Through Social Media | NowSourcing // Jul 14, 2009 at 11:25 am
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49 10 way you can help charities using social media and your networks… « Life of a Gaander // Jul 14, 2009 at 11:45 am
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50 10 Ways to Support Charity Through Social Media | Affiliate Marketing Blog by Shawn Collins // Jul 14, 2009 at 12:47 pm
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51 Kristen // Jul 14, 2009 at 1:42 pm
Another great job Rob! I really enjoy being a part of these. I look forward to the next one!
52 10 Ways to Support Charity Through Social Media - Cause, Campaign, Support, Nonprofit // Jul 14, 2009 at 1:53 pm
[...] between Mashable’s Summer of Social Good charitable fundraiser, Max Gladwell’s “10 Ways” series, and a wee bit of my own editorial. The post in it’s original form is being simultaneously [...]
53 10 Ways to Support Charity Through Social Media - Cash-Bandit.com // Jul 14, 2009 at 2:04 pm
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57 10 Ways to Support Charity Through Social Media | Haroun Kola: Eco geek, Rainbow guru // Jul 15, 2009 at 3:41 am
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59 10 Ways to Support Charity Through Social Media // Jul 15, 2009 at 10:19 am
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60 10 Ways to Support Charity Through Social Media // Jul 15, 2009 at 1:37 pm
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61 Using Social Media For Change in NYC « Keep Left NYC: Progressive News From the Big Apple // Jul 15, 2009 at 1:41 pm
[...] with Mashable’s Summer of Social Good charitable fundraiser and Max Gladwell’s “10 Ways” series) featured a post about using social media for change this [...]
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63 10 Ways to Support Charity Through Social Media | Affiliate Marketing // Jul 16, 2009 at 2:04 pm
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64 10 Ways to Support Charity Through Social Media | Socialbrite // Jul 17, 2009 at 11:19 am
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65 10 Ways to Support Charity Through Social Media | GoSpeedRaser.com // Jul 17, 2009 at 10:50 pm
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66 João Soares // Jul 18, 2009 at 4:06 pm
Hello Maxwell
Please add my blog too!
Here is the link
http://bioterra.blogspot.com/2009/07/10-maneiras-de-apoiar-caridade-atraves.html
Cheers
67 10 Ways to Support Charity Through Social Media | affiliate-ID // Jul 18, 2009 at 10:20 pm
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68 OnSiteGroup // Jul 19, 2009 at 8:37 am
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69 #10Ways to Support Charity Through Social Media | zbTech.net // Jul 20, 2009 at 2:41 am
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71 10 Ways to Support Charity Through Social Media | Max Gladwell // Jul 20, 2009 at 3:55 pm
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72 Mashable Summer of Social Good - 10 ways series // Jul 20, 2009 at 7:35 pm
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73 The World Condensed » Blog Archive » #10Ways to Support Charity Through Social Media // Aug 22, 2009 at 1:02 am
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74 Taylor Made V Steel // Dec 10, 2009 at 1:48 am
I remember seeing that post on Digg. Social Media has quite the uncertain future. I am not sure it’s going to save the world, but I believe the easier and faster you make information available the better.
75 Eco Bloggers We Love | EcoSalon // Feb 22, 2010 at 11:36 am
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76 Best of Green 2010 Awards: Two Nominations for Max Gladwell | Max Gladwell // Mar 15, 2010 at 8:38 am
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77 10 Ways to Support Charity Through Social Media | Your Daily Thread - YDT // May 13, 2010 at 4:52 pm
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78 GreenBusinesses.com – 10 Ways Geolocation is Changing the World // Jul 27, 2010 at 1:22 am
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80 10 Ways Geolocation is Changing the World | Free PLR Ebook // Jul 27, 2010 at 9:46 am
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81 10 Ways Geolocation is Changing the World | Andy Sternberg's blog // Jul 27, 2010 at 10:19 am
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[...] for Social Media Week in Los Angeles this September. This is the third in Max Gladwell‘s #10Ways series of distributed blog posts. It was published simultaneously on as many as 300 blogs. Email [...]
85 the 10 Ways Geolocation is Changing the World | Modern Soapbox // Jul 27, 2010 at 10:49 pm
[...] for Social Media Week in Los Angeles this September. This is the third in Max Gladwell‘s #10Ways series of distributed blog posts. It was published simultaneously on as many as 300 [...]
86 eolocation, LBS, foursquare, gowalla, causeworld, locavore, applications, iphone, android, greenopia, waze, trapster, mapquest, googlemaps, stickybits, dehood, blasterous, blockchalk, neighborgoods, BP, oilspill, oilreporter, layar, momentfeed // Aug 4, 2010 at 2:29 pm
[...] for Social Media Week in Los Angeles this September. This is the third in Max Gladwell’s #10Ways series of distributed blog posts. It was published simultaneously on as many as 300 [...]
87 10 ways geolocation is changing the world // Aug 4, 2010 at 2:30 pm
[...] for Social Media Week in Los Angeles this September. This is the third in Max Gladwell’s #10Ways series of distributed blog posts. It was published simultaneously on as many as 300 [...]
88 Guest Post: 10 Ways Geolocation is Changing the World | SocialHerder // Aug 9, 2010 at 4:24 am
[...] for Social Media Week in Los Angeles this September. This is the third in Max Gladwell’s #10Ways series of distributed blog posts. It was published simultaneously on as many as 300 [...]
89 #10Ways to Support Charity Through Social Media « Mayank Verma // Sep 26, 2010 at 1:23 am
[...] collaboration between Mashable’s Summer of Social Good charitable fundraiser and Max Gladwell’s “10 Ways” series. The post is being simultaneously published across more than 100 [...]
90 10 Ways Geolocation is Changing the World — Global Patriot // Sep 26, 2010 at 11:50 am
[...] for Social Media Week in Los Angeles this September. This is the third in Max Gladwell‘s #10Ways series of distributed blog posts. It was published simultaneously on as many as 300 blogs. [...]
91 Youth Inspired Charity Organization – UNOFFICIAL » Blog Archive » Supporting Charity through Social Media // Nov 4, 2010 at 5:10 am
[...] between Mashable’s Summer of Social Goodcharitable fundraiser and Max Gladwell‘s “10 Ways” series. The post is being simultaneously published across more than 300 [...]
92 TrishaLyn // Mar 26, 2011 at 1:21 am
[...] between Mashable’s Summer of Social Good charitable fundraiser and Max Gladwell‘s “10 Ways” series. The post is being simultaneously published across more than 100 [...]
93 TrishaLyn // Jul 13, 2011 at 11:00 pm
[...] for Social Media Week in Los Angeles this September. This is the third in Max Gladwell‘s #10Ways series of distributed blog posts. It was published simultaneously on as many as 300 blogs. [...]
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