My chucks

5 Similarities between chucks and social

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While wearing my chucks this weekend I started to wonder why so many people own them – from tweens to moms to big whig art directors. It dawned on me that my love for chucks is very similar to my love for social media.

When converses were first introduced, some out there probably thought they were just a fad – shoes that had no real value for the masses. The same was true of social media. Marketers were hesitant to jump on board, fearful of what consumers might post on their walls or tweet about their brands. But as time went on, chucks became a sign of rebellion – a sign of creativity – and social networking became a way for brands to harness this creativity into engaging conversations and interactions with their consumers.

Clearly the similarities between chucks and social didn’t end there. Here are some of my top comparisons:

  1. They’re both kind of geeky. Don’t get me wrong, chucks are definitely cool, but who started wearing them (well aside from the basketball players in Flubber)? Nerds. The same is true for social media. It started with a bunch of nerds (no offense Harvard).
  2. Rise to stardom.  When celebrities start wearing or using something, somehow the whole world catches on. I’m not exactly sure what made rock stars like Kurt Cobain and actors like Michael J. Fox start wearing all-stars, but when they did, they started a chuck-olution. Now, the most popular celebs out there wear them from Miley Cyrus to Elton John.  When celebs like Ashton Kutcher started using Twitter, we started taking notice. Now that almost all stars (like Lady Gaga, Oprah, and Obama) are using this as a powerful way to project their brand, it’s obvious that twitter and social is going to be around for a while.
  3. Something for everyone. Alert: this might sound corny. But one of the reasons I love social media as a marketer, is because of the niche groups of people I’m able to reach in a short time period. There are social networking sites like Foodspotting, Instagram, Washington Post’s social reader, there are short form and long form blog sites, there are check-in services, sharing sites, even sites that allow you to swap homes…you get my point. No matter what your interests are, there’s a social network out there that suits you perfectly. The same is true with chucks. There are not only thousands of different colors, but chucks are also customizable. Celebrities and even charities have designed their own chucks. Not to mention, the new world converses that are made of leather etc. Basically there’s a network and a pair of chucks to fit everyone.
  4. Make a Statement. If you’re looking to make a statement about yourself, in either a subtle or, well, not-so-subtle way both chucks and social media are the ticket. Wearing chucks allows you to make a statement about your personality, just like using a social networking site allows you to check-in, update, send pics, or tweet to communicate more about who you are to the world.
  5. Simplicity. The aesthetic of your typical chuck is simple, yet authentic. People wear chucks, not the other way around. When you think about social media, the core of it is simple – people want to communicate…easily. In order to be successful, a social networking site needs to be simple to understand and easily usable. People use social media, social media does not use people.

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