Seth Godin’s book, Tribes: We Need You to Lead Us, focuses on the idea that everyone belongs to a group that connects each individual within that group, connects everyone to the leader of that group and connects each person to a specific idea. Through much of the book, Godin focuses on the difference between a fan and a follower. A follower is someone who is an admirer of a person, company or message, but that is all. A fan is not passive like a follower, but instead will actively promote an idea.
Godin writes about successful tribes. One is led by Gary Vaynerchuk of Wine Library TV. On this website, Vaynerchuk reviews the latest and greatest types of wine to millions of people. Another example Godin gives of a tribe is the Deadheads, those who are extreme fans of the band The Grateful Dead. These unique passions that people share bring them together to form a niche group. These groups, Godin states, can be large like the Deadheads or incredibly small. Either way, they have potential to influence many people outside of the tribe.
In the past, tribes were typically localized. Godin highlights that with the internet and new technology, tribes are now spread out geographically. People with a specific passion use a blog, make YouTube videos, etc. to connect with others. This is important for those in the public relations field to focus on. You can reach almost any tribe in unique ways. There are Facebook pages for tribes of turtle-lovers and there are blogs devoted to triathletes, for example. Ultimately, these passionate and active people can be reached. Additionally, Godin notes that each tribe is different. Just because one nonprofit can successfully reach out to one tribe through social media, for example, does not mean that every nonprofit should be reached in that way.
Ultimately, the core of this book focuses on how to become a leader and why people should pursue leadership positions. Throughout the book, Godin seems to be pushing fans to step up and lead a group. However I do believe his message is important for anyone in the public relations field, especially someone interested in nonprofit. Oftentimes, in the nonprofit sector, it is essential to use the resources you already have because finances are not always overflowing. Focusing on these tribes is vital to a successful nonprofit because these groups can spread your organization’s messages and goals. Although a tribe can be small, they can have such a strong passion for a certain cause that they can cause a change or they can influence people not involved in the tribe. So overall, I would recommend this book as supplemental reading for future public information strategies courses, especially to students who desire to work for a nonprofit.
Stacey Northup
University of North Carolina-Chapel Hill
Godin writes about successful tribes. One is led by Gary Vaynerchuk of Wine Library TV. On this website, Vaynerchuk reviews the latest and greatest types of wine to millions of people. Another example Godin gives of a tribe is the Deadheads, those who are extreme fans of the band The Grateful Dead. These unique passions that people share bring them together to form a niche group. These groups, Godin states, can be large like the Deadheads or incredibly small. Either way, they have potential to influence many people outside of the tribe.
In the past, tribes were typically localized. Godin highlights that with the internet and new technology, tribes are now spread out geographically. People with a specific passion use a blog, make YouTube videos, etc. to connect with others. This is important for those in the public relations field to focus on. You can reach almost any tribe in unique ways. There are Facebook pages for tribes of turtle-lovers and there are blogs devoted to triathletes, for example. Ultimately, these passionate and active people can be reached. Additionally, Godin notes that each tribe is different. Just because one nonprofit can successfully reach out to one tribe through social media, for example, does not mean that every nonprofit should be reached in that way.
Ultimately, the core of this book focuses on how to become a leader and why people should pursue leadership positions. Throughout the book, Godin seems to be pushing fans to step up and lead a group. However I do believe his message is important for anyone in the public relations field, especially someone interested in nonprofit. Oftentimes, in the nonprofit sector, it is essential to use the resources you already have because finances are not always overflowing. Focusing on these tribes is vital to a successful nonprofit because these groups can spread your organization’s messages and goals. Although a tribe can be small, they can have such a strong passion for a certain cause that they can cause a change or they can influence people not involved in the tribe. So overall, I would recommend this book as supplemental reading for future public information strategies courses, especially to students who desire to work for a nonprofit.
Stacey Northup
University of North Carolina-Chapel Hill