Marketers, brace yourselves for the speed of share

Judy Franks

The speed of share is a code-name for the speed at which great ideas travel across consumer networks. It's the idea that compelling content in any media channel can travel as fast as consumers are willing to share it with others. Consumers are the most powerful accelerant in the distribution of great ideas; they help move content along with a simple behaviour, the click. And their clicks travel at the high speed of broadband or 3G.

The speed of share has profound implications for advertising and media planning. Previously, advertising content could travel only as fast as the media channels could accumulate their audiences. We placed messages in specific channels and we waited, for a week, four weeks or for entire purchase cycles, to accumulate effects.