In Groundswell: Winning in a World Transformed by Social Technologies, Charlene Li and Josh Bernoff asks the question: why do people participate in the groundswell? (chapter 3)
What’s their emotional motivation? What do they get out of it?
Spectators and participants, including professionals, celebrities, media, creepers, trolls, artists, creators, producers, salespeople, and bored people got involved in the Ice Bucket Challenge, and despite their different motivations, the groundswell for the happening occurred. The fundamental drive for social connection involves us all. There are nine reasons involve themselves in a digital groundswell, like the #icebucketchallenge Here they are:
1. Keeping up friendships. It’s as simple as knowing what your people are up to, and when people started to nominate their friends to both donate and participate the ice bucket happenings started to occur. From friends to celebrities, the challenges started to multiply.
2. Making new friends. People really started to connect, and after they got sloshed with ice and water they’d nominate someone new. It got a little presumptive, and somehow people got coaxed out of the shadows, by public (albeit online) demand. We’d hear about public events, gathering the altruistic and fun seeking social activists to raise #money for #ALS.
3. Succumbing to social pressure from existing friends. Celebrities had fun feuding with the Ice Challenge. Below, here are some fellas trying to drown Adam Levine unsuccessfully.
4. Paying it forward. The nomination rules were quite loose, and we’d see the most effective nominations come from someone, who actually KNEW the one nominated. From friends to strangers, strangers began to call upon (in group force) celebrities and politicians. Here’s an info graphic of some of the connections made:
5. The altruistic impulse. The Ice Buckets raised 10 million more for ALS in 2014 over 2013. People amassed memes chiding ice bucket-ers, complaining about the mass ice hysteria. Others joked about wasting water. Yet, people still find it worth-while, and their impulse to do so has helped bring concern to an actual cause.
6. The prurient impulse. An “endless parade of exhibitionism” was definitely prominent throughout the campaign. This was basically a mass wet T-shirt contest.
7. The creative impulse. I’ve seen videos of people pouring water from tractors and roof overhangs. People wanted to put their creative spin on the Ice Bucket events. So, they’d plan, pose, and post with poise or not.
8. The validation impulse. People want to be acknowledged for their experiences. It’s what will drive activists, enthusiasts, and bloggers. People want to be there, and wear the T-shirt they got there, too.
9. The affinity impulse. How else are altruistic, active and fun people going to find a fun, active, and altruistic YOU? This is how you’ll find the people with which you want connection. You will find someone else who was there for the #icebucketchallenge
“You have a common base of experience with these people, and it makes sense to join up with them online.” (Groundswell, page 62)
