I just saw “The Social Network” and I loved it. Aaron Sorkin proved once again that he is the best dialogue writer in Hollywood (followed closely by Quentin Tarantino and Diablo Cody, IMHO). His words, and director David Fincher’s skill, kept the movie flowing and riveting, never once sounding anything but utterly real and believable.
And Jesse Eisenberg made Mark Zuckerberg into an everyman for our generation.
In the first scene, Zuckerberg tells his girlfriend that there are more geniuses in China than there are people in the US. We begin to see Zuckerberg as an everyman: even though he’s a genius, and knows it, that doesn’t guarantee entry into the members-only clubs where the cool people hang out.
“The Social Network” is about us, all of us, trying to fit in, looking for a place to belong, and finding our voice: collectively and individually. It’s a messy process, and there will be sins of commission and omission along the way.
I heard a reviewer on whatever cable channel was on at the time saying that this movie isn’t just the movie of a decade, it’s the movie of the generation, and that got me thinking.
We live in a time that future generations will look back on as revolutionary. And it’s not revolutionary because men like Bill Gates and Mark Zuckerberg built products and companies that changed everything: it’s revolutionary because society was ready to embrace the new world their creations helped birth.
That new world is the world of virtually simultaneous, planet-wide shared awareness, perception and discussion.
Think about it. How do you get your information now? How do you experience the world? And most importantly, how do you share it, and what’s the lag time between discovery and dissemination?
I used to be a newspaper junkie. Then a Google News Junkie. Now, I have a News list on Twitter that gets the latest updates from the WSJ, The NY Times, Huffington Post, CNN, Mashable, Techcrunch and more. (The WSJ alone has dozens of Twitter feeds.) Now I can finally scan the news quickly and easily and know what’s going on everywhere instantly.
A few days ago, the shooting at the University of Texas was first reported on Twitter by students on campus. And as the situation developed, the local police were sending out their “official updates” to the news networks via Twitter.
The implications for Marketing and Advertising are sweeping. Because in the new era, ideas don’t spread because you throw money into spreading them. An idea spreads now because the wired-together world likes it and tells itself about it. The internet is littered with the corpses of bad ideas drenched in the blood of wasted marketing dollars.
Yes, getting heard among the rising background noise is hard. And at its most basic level, if you don’t know how to use the tools of social media, or don’t have the time, then marketers and advertisers can help.
But make no mistake: the ultimate success or failure of an idea, a product or a service is now dependent upon the quality of the idea, the product or the service. If people like it, they tell others. If they don’t, they don’t. And the way people find out about things these days is through a connected, always-on social network that exists online and off, via text and email and word of mouth across mobile phones and smart phones and laptops and computers, via Facebook and Twitter and Google.
It didn’t used to be that way, and that is sad for the good ideas that died stillborn and unheard, for lack of money or wherewithal. But I say, good riddance to the old world, and welcome to the new.
And yet, there are still those who resist the tide and cling to the ways they’ve always known, who look at multiple channels and only see fragmentation, who look at millions of people talking about what’s important to them and only perceive self-indulgent and distracting noise.
Can someone please explain to me how anyone can look at this time as anything less than a revolution, as the dawn of an era where a world of billions of individuals finally came together to know itself as a whole community greater than the sum of its parts?