Social Media Workshop – The Internet has Always Been Social

A compelling purpose is necessary to sustain collaborative communities. The first activity illustrates the need to connect with heartbeats.A social initiative has a snowflake’s chance in hell unless it can first do that.

1. Passion-Tags


We had people write down on a Post-it® note:

  1. Name
  2. Avatar and image
  3. Top 2-3 passions

2. Network


Next we had people put up their Post-it® notes on the white-board. And connect to each other with the “passion-tags”. Participants used markers to render these connections on the whiteboard.

3, Analysis

Less than 1% people mention brands in their passion-tags. Imagine if a brand were to be depicted with a Post-it® note that mentioned

  • Who am I?
  • What is my purpose?
  • What are my passion-tags?

Are the “passion-tags” strong enough that the brand can connect to the target audience?


We asked the participants to develop passion-tags to brand their initiatives keeping this in mind. Purpose is to social media what location is to real estate. Are you mistaking your target audience for this guy?


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