For the individual or small organization, all the social networks provide you with a fork in the road. Either you can work around the edges, spamming your way to more followers and more noise, figuring out how to make some sort of make-believe metric increase as a result of your efforts. Or, you can use these networks as a new form of 1:1 interaction, making promises and keeping them. This second path means that your followers are actually followers and that your friends are closer than ever to becoming friends.
Going forward, the organizations to bet on are the ones with a tribe, with a direct connection. If it’s easy to get your Kickstarter funded, if it’s easier to get your email opened, then you’ve built something, something that lasts.
Seth’s Blog: Q&A: The resiliency of Permission Marketing