Social capital has been our main topic of conversation in my Digital PR and Advertising class at the University of Houston. The notion that an organization can assess communication efforts based on the resources available through social connections (particularly facilitated through digital and social media), is both an intriguing concept and one that should stretch organizational strategy beyond the normal harvesting of customer databases, or even Facebook followers and Twits. The real power of social capital is what is possible by tapping into that social capital, preferably for both organizational and societal benefit. New England rock banders, Guster, may have discovered this spontaneously, when they harnessed the power of their social capital in a recent contest. The story goes, that they invited fans to produce their own videos for each of their 12 songs on their new EP Easy Wonderful, and one lucky fan video for each song would be chosen and highlighted on their site (Social Capital Recap: Access your followers/fans? CHECK. Get them to do something for you? CHECK. Get them to do something that builds your reputation? keep reading).
The videos produced included the usual cadre of interesting images, abstract stories, and quirky cinematography (including one video that had one poor bloke being pelted by paint-filled balloons). But one video, in particular, gave Guster more than just a quirky video credit. Check it out:
4 strangers, helping more strangers, and the giving goes viral, as the companies involved paid it forward after they heard what the pizza and flowers were for. Rather than social capital for organizational good, this is social capital for social good, and it’s something that’s infectious, if not serendipitous (in this case).