Community Intelligence

A discussion on Twitter this past week about book recommendations started me thinking what a powerful influence that can be.

Jennifer Banks was asking for new ideas for authors and novels to read. Then the discussion turned to creating a book exchange.

We all have different tastes, likes and dislikes when it comes to reading. Literacy is a powerful communication tool. So does this mean when we recommend a book, a blog or a magazine, we are intentionally trying to change the way others’ think around us? And those receiving the idea, how will their thoughts or actions be influenced by accepting the recommendation?

For example, take my reading preferences. I lean towards mysteries, historical fiction, and some supernatural. I would have never considered opening a book on a love struck teen who seeks the life of a vampire. The Twilight series only intrigued me after two people I know ranted how great the books are. My curiosity rose so I started reading and then couldn’t put the books down until I read the last one.

In order to be influenced by new ideas, words and authors, we have to be willing to receive them. There are book swaps all over the world or others are leaving their books behind, hoping to inspire another to pick them up and start reading. This is in addition to recommended reading lists, book clubs and the face-to-face discussions around the printed word.

Book exchanges and clubs only work with people who are willing to be influenced and who are open-minded. And when I contemplate that, I find it so powerful because their tastes can change and then they may go on to influence others.

So how does this fit in with communication and communities? If you think about it, many communities are formed based on similar interests, ideas and values. In one form, a book club is a community. So is a political party.

And when an idea is communicated within this group, it’s up to the individual members to decide to accept or reject it. Even if they accept the idea to read a new blog, book or printed material, their personal preferences may push them to dislike it after absorbing it. And what is more powerful – personal perferences or a group of peers whose positive recommendations will become an influence and change the way we read?

I think peer pressure or influence heavily outweighs our personal preferences the majority of the time. Part of being in a community is participating or following the group’s choices. It’s human nature to want to be part of a group or a community.

That’s how best sellers are born. Once the majority starts bellowing, “This book is a must read,” then the readers flock to the stores and the libraries.

So it will be interesting to see how a book exchange, especially on Twitter, will influence the majority.