My father just sent this to me from Sunday’s paper…

I just finished reading Malcolm Gladwell’s Tipping Point: How Little Things Can Make a Big Difference. This is a national bestseller that’s been in circulation since 2000. From the back cover: “The tipping point is that magic moment when an idea, trend or social behavior crosses a threshold, tips, and spreads like wildfire,” like an epidemic.
I can draw many parallels to what we’re seeing with the growth of Front Porch Forum’s membership. It’s fascinating to watch as neighborhoods “tip,” one after another. A few dozen have passed the threshold already… now they have enough members and enough message traffic to sustain their neighborhood-wide conversation.
I also just read The Accidental Influentials in the latest Harvard Business Review about the work of Peter Dodds and Duncan J. Watts. They offer a different view of the mechanics of a social epidemic:
… Gladwell argues that “social epidemics” are driven in large part by the actions of a tiny minority of special individuals, often called influentials, who are unusually informed, persuasive, or well connected. The idea is intuitively compelling—we think we see it happening all the time—but it doesn’t explain how ideas actually spread.
The supposed importance of influentials derives from a plausible-sounding but largely untested theory called the “two-step flow of communication”: Information flows from the media to the influentials and from them to everyone else…
In recent work, however, [we] have found that influentials have far less impact on social epidemics than is generally supposed. In fact, they don’t seem to be required at all.
… marketing dollars might better be directed toward helping large numbers of ordinary people—possibly with Web-based social networking tools—to reach and influence others just like them.
I’m not sure which social theory best explains what we’re witnessing with the spread of Front Porch Forum. It’s not unlike a dry forest… lighting strikes one neighborhood and its forum bursts into a flame of activity. Other neighborhoods (parts of the forest) smolder for weeks or months before igniting a slow burn. Hmm… I’ll have to work on that comparison.
Millions of dollars are flowing into dot.com start-ups that provide the public a place to read and write reviews on just about anything local… restaurants, stores, etc. Some include: insiderpages.com, judysbook.com, riffs.com, yelp.com, and zipingo.com. Blogosphere comments swirl around their relative merits and their mangement ups and downs… hard to hear the true tune through the din.
Some of the comments seen recently: Rahul Pathak, Naffziger’s Net, Greg Sterling, Andy Sack, TechCrunch and another. It goes on and on, of course. Where’s there’s money invested, there’s commentary.
Front Porch Forum does local review too, but it’s a different model… the reviews are requested and then the reviews come from nearby neighbors. So (1) the reviews are demand driven, and (2) there’s credibility because the advice is coming from the person around the corner with his/her real identity provided. And this is only one of many uses that our neighborhood forums are supporting… classifieds, community organizing, news, etc. It all adds up to helping neighbors connect and foster community within neighborhoods.
In our first city (Burlington, VT), we’re hosting 130 adjacent neighborhood forums that in sum cover the entire metro-area. Five to ten percent of the local households have joined in our first few months with dozens of neighborhoods in the 20-40% range and a couple exceeding 90% already. And it’s all driven by word of mouth and a spinkle of local media attention.
David Wilcox writes about changes in the field of local online and links to several examples in England, France and the United States:
The early models of local online communities – like Oncom – aimed to replicated physical proximity online. “Please come to our your space and contribute ….” Some local interests did, many didn’t, and it proved difficult to get a sustainable mix of funding, advertising, and volunteer effort.
I submitted a comment to his blog about Front Porch Forum… a new model that showing early promise.
Ghost of Midnight is an online journal about fostering community within neighborhoods, with a special focus on Front Porch Forum (FPF). My wife, Valerie, and I founded FPF in 2006... read more