What on earth have monkeys and their brains got to do with Marketing? Hmm, absolutely nothing?!
Well as interlinked to marketing and advertising as sociology is, so is the monkey sphere. But what is the monkey sphere? The monkey sphere is a concept, some consider abstract, others think derived from science, that outlines how many people we can establish meaningful relationships with. Still not sure what this has to do with Marketing?
Well look at community sites. They are there literally to enable individuals to connect with one another. Facebook, MySpace and Bebo were literally set-up for people to meet, connect and speak to others. Twitter has in a way evolved to a similar realm, with people counting the number of followers they have.
The monkey sphere is a number that outlines how many people we can ‘genuinely’ connect with. Why is it called the monkey sphere?
Scientists ran a number of tests to establish why monkey’s stayed in specific communities and seemed capable of only caring for certain other monkeys. In pursuit of the answer, they cut up so many monkey brains, that they could actually take a brain they had never seen before and from it they could accurately predict what size tribes that species of creature formed. Most monkeys operate in tribes of 50. But to test the scientists hypothesis a slightly larger brain was presented and they estimated the ideal group or society for this particular animal was about 148. The human number varies (due to variances in brain sizes), and if you research monkey sphere around the net, it is invariably rounded to 150.
Essentially, similar to monkeys, this number is the critical number that humans can form meaningful relationships with. As a human you come into contact (either passively or actively) with hundreds of people every week. How many do you care about? And I mean, really care about. Very few! These feelings are normally reserved for family, friends and in some instances work colleagues. Very few brands have really connected with people and entered their monkey sphere. Some times brands can enter and then go equally as quickly. Others just click with some individuals and can do no wrong, no matter what (Apple?).
So for all the organisations grappling with social media or community marketing, just remember, the odds are very few people will actually really care about your organisation. Don’t enter the environment, thinking you have a god giving right to be there. Provide content and materials that the audience actually want. Communicate on their level. You may, just may enter their monkey sphere. But don’t get too down heartened if the base aren’t communicating with you day in, day out. It doesn’t mean you have failed, it just means you aren’t in their monkey sphere.
OK, so it was slightly off-topic, but interesting nonetheless.