Why Yahoo can buy Tumblr, but it can’t buy Fandom
The unspoken truth behind Yahoo’s much-touted bid to court Tumblr’s younger demographic is that for all intents and purposes, Tumblr culture is fandom culture. There are still plenty of other spaces where fandom exists, but we have never had such a megalithic and central social platform so visibly united under one umbrella. …
Even as Yahoo insists nothing will change, business analysts and media experts are speculating that the company intends to plumb Tumblr for its advertising potential. But if that’s the case, Yahoo should know that when you market to fandom, you have to adopt a whole new way of thinking about marketing, brand advertising, and consumer loyalty. [READ MORE]
(please read this article omg i have never wanted to *drop mic* until this day)
Aja’s post should be required reading for anyone doing brand management anywhere outside of Facebook. That said…
… this article is about some of the more evolutionarily mature fandoms and not the less organized ones. There are still plenty of ways that this can (and probably will) go wrong for those fan communities and for that bad behavior to infect other fandoms.
But there are also ways that this can (and hopefully will) go very very right.
There are a lot of pieces of my life intersecting here.