Social Media helps in spreading ‘the message’

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David cites an interesting example of how social media has passed the test through recent elections campaigning in the US and the turnout :

Are social media tools creating high turnout? Absolutely not. There are a million different reasons someone gets motivated to vote, and I doubt any of them begin with the word, “MySpace.” But these tools are absolutely critical to that campaign’s success.

We’ve known for decades, even centuries, that young people filter information through their peers. This filter makes the information more credible and approachable. That’s what social networks do.

While some might think social network utilities like MySpace are just a techie-based wedge to give nerds their own secret club, they’re actually filters that break down barriers of communication. They expand access to information. They give consumers some ownership of that information. And the marketing guru-types will tell you when someone feels ownership over something, they’re more likely to act.

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