I am about half way through Clay Shirky's new book, Here Comes Everybody. I had read some initial critical reviews (which I can't find the link to anymore), but I think they were misguided. It's a fascinating book about the way we organize ourselves and how the Internet has changed 'organizing'.
I'll look to write a review after I have finished it (hopefully soon), but I thought I would make a quick post about The Point.
The Point is a website for organizing group action. It's the purest form of 'Internet Organization' I have come across and is a shining example of the central tenet of Shirky's argument - it's not so much that the Internet 'brings us all closer', it's that it removes the inherent 'cost' of organizing.
There is an important lesson for Social Media in there. It's not about interrupting people's conversations or even being a part of them (brands have no purpose or right to inject themselves into private conversations), it is about using Social Media tools to mobilize (organize) customers who share your brand as a common interest.
What you organize them around is up to you - but the options are limitless and the cost negligible.
That is the real power of Social Media.
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