Malcolm Gladwell's book "The Tipping Point" describes the interesting theory that ideas and products disseminate according to three rules of the tipping point. A tipping point is the moment of critical mass, the threshold, the boiling point. Using the tipping point theory, the emergence of fashion trends, and the spread of ideas and epidemics can be better understood. There are three characteristics of the tipping point: contagiousness, the fact that little causes can have big effects, and that change happens not gradually but at one dramatic moment.
The three rules of the tipping point are The Law of the Few, the Stickiness Factor and the Power of Context.
Law of the Few states that there are three types of people who are critical in spreading messages and ideas and in raising awareness about products.
Connectors know many people and are very friendly. In social epidemics, Connectors help to link people together and are responsible for word-of-mouth marketing.
Mavens are collectors of information. They specialize in helping others by sharing their expertise on certain things. They are the "data banks" in a social epidemic.
Salesmen have the skills to persuade people when they are skeptical or unconvinced. Gladwell describes salesmen as "energetic, enthusiastic, and charming."
The Stickiness Factor plays a role in epidemics because it is important for messages to stick. There has to be some contagious way to make a message memorable, and it depends on the presentation and structure of the information. If the message is strong enough, the content will impact audiences.
The Power of Context states that human beings are more sensitive to their environment. The example of Bernie Goetz proves that epidemics are easily affected by the conditions and circumstances of the times and place in which they occur.
The idea of the tipping point is quite intriguing. The theory of "weak ties" stood out the most to me. It states that weak ties are more important than strong ties. This is true because our friends often share the same interests as we and occupy the same space. Our acquaintances are very different from us and therefore are more likely to know something that I or my friends do not. According to Gladwell, acquaintances represent a source of social power, and the more acquaintances you have the more powerful you are.
"The Tipping Point" relates to public relations because the three rules can be applied to a campaign. The message of a campaign must pass the test of the Stickiness Factor. It has to be memorable and strong enough to affect the target audience. The message has to be moved by a Connector, studied by a Maven, and sold by a Salesman. Also, the campaign has to be put in a certain context or situation for it to be successful. If all of these rules are carried out, the message will tip.
"Look at the world around you. It may seem like an immovable, implacable place. It is not. With the slightest push,in just the right place,it can be tipped."
-Malcolm Gladwell
