1) The document discusses the concept of tribes and how social media has empowered individuals to start their own tribes with little followers by being passionate about ideas and sharing them. 2) It argues that true leaders are driven by their passions, not money or credit, and that imagination is more important than knowledge for starting a tribe. 3) The document also covers how social media has shifted power to consumers, especially young people, who want companies to connect with their lives, give them control, allow involvement, and entertain them. Marketers must change strategies to balance information and entertainment.

1. Tribes & While you weren’t Watching Two Social Media Benchmarks Melissa Louis MKTG 6900 Fall 2009

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