The7PrinciplesofHowtoMakeContentShareableSocialdesignIdeasDisruptiveWe stop to notice ideasor
concepts that challengeour understanding of theway the world works. TheMuseum of Memory andTolerance in Mexico askedthe question “what iftweets that discriminatedagainst races and genderswere bullets aimed at theheart of Mexico?” A socialmedia fueled paint gunstained the word “Mexico”every time someoneposted a discriminatorytweet. This social data-driven demo shockedcitizens around the hatespeech going on aroundthem.
The7PrinciplesofHowtoMakeContentShareableSocialdesignStoryGreatSo many of our decisionsare
based upon emotionaldrivers, not the rationalfeatures and benefits of thelatest widget. Great storiesare not only dramatic, they arealso emotional. Our team inAmsterdam created a deeplyemotional story—for funeralinsurance, of all things—when they asked people toshare what they would wantto tell a loved one beforethey died. These stories areso emotionally touching, wewant to pass them along andreach out to our own parents,favorite aunt, or close friendto tell them how importantthey are to us.
The7PrinciplesofHowtoMakeContentShareableSocialdesignI wrote a chapterin the
ebook“Social@Scale.” SinceI participated andwas able to be highlycreative—those were mywords and thoughts—Iam now far more likelyto pass that contentalong. Nutella hasapplied that principleto its product label ascontent. In Belgiumand other countries,users can customize theiconic product label withtheir name in place ofthe logo and have thatproduct delivered.CreativeParticipation