block-761281.JPGOver the course of the last two years my view of Movie Marketing Madness has evolved quite a bit. As I wrote a couple weeks ago, MMM exists at the intersection of the movie and marketing worlds in terms of online communities. But most of the links to the site, I’ve noticed, come from marketing sites. I’d guesstimate that 70 percent of the incoming links to MMM come from folks who regularly write about marketing, with the entertainment sites providing the remaining 30 percent. Kind of interesting, right? Certainly a different position than I envisioned when I started MMM.

But what I always thought was cool about MMM was that I approached movie marketing not only from the perspective of a movie fan but also as someone who lives and works in the marketing/communications industry. A good portion – probably about half – of my daily reading is made up of marketing blogs and sites and linking to their posts/articles provides, I think, some context as to how movie marketing efforts relate to the marcom field as a whole.

I bring this up as a long-winded introduction to something funny that happened today. Kevin Dugan forwarded me an email he got saying that someone had added him as a friend on Facebook. The note the guy attached to Dugan mentioned that he had become a loyal reader of his Strategic Public Relations blog after I had linked to it here.

I’m extraordinarily proud of this for some reason. I think it’s because I’ve fully drunk from Mack Collier’s philosophy that building a community is the most important thing in the world we can do. I do not always have all the answers on a particular issue and my point of view is my own. But even beyond that – there are some incredibly smart people out there who are putting up fantastic content. If I get one person to start reading Dugan, Collier, Pepper, Armano, Oberkirch, Holtz, Scirreta, Campea, Billington or any of the other people I link to on a regular basis then I feel like I’ve added something to people’s overall knowledge. That, for me, is just as rewarding as feeling like I’ve added something to the conversation with my own stuff.

We should all look, as we’re blogging, at what we’re doing to expand the community. The last thing I want the online world to do is mimic the old-media model of trying to turn one outlet into the one thing for everyone. We thrive here by embracing and utilizing the micromedia model. So I think the fact that someone I don’t know found Kevin and started reading SPR very cool, and a great example of the power a community wields actually being utilized.


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