A decade ago, my old social media buddy, the anthropologist Jyri Engestrom, gave me a great insight about the power of “Social Objects”.
People don’t socialize in a vacuum, they socialize around objects. And if it’s yourbusiness or product they’re talking about,*ding! ding! ding!* You win!
We all know the best advertising is word of mouth. And what is the best word of mouth? Conversation starters.
“Dude, where did you get your phone/jacket/car/power saw etc., etc.”
i.e. People use products to contextualize themselves. And if they’re using your product to do it, you win.
It isn’t rocket science.