Egypt and the Rise of the Social Media ‘Swarm’

Last May I wrote that “we are on the verge of a massive shift in the way we communicate and inspire action.” As I watch jubilant Egyptians in the video below celebrating the resignation of their 82-year-old former president, I think I can safely say that paradigm shift has arrived.

The leaderless Revolution 2.0 in Egypt, and earlier in Tunisia, illustrate how powerfully social media can be used to galvanize real action in the real world. Social media contributed to–if not fueled–the two-week protest in Cairo’s Tahrir Square and enabled millions of observers, pundits, and supporters around the world to observe in what Caroline McCarthy of CNET News called a “leaderless digital watchdog.”

“Social media makes this all happen in a public forum with the rest of the world watching, something that made it possible for Egypt to be in the middle of a massive international spotlight, emotionally empowering those on the ground and strengthening the pressure on Mubarak’s regime with a force that came not from world leaders but from the sheer size of the crowd,” she wrote.

What we’re witnessing is ideas buzzing into swarms in patterns similar to those of bees. Bees use their “humming” to instinctively move in synchronous swarms when they are building a new nest or hive. These self-organized swarms use a bottom-up approach where very simple interactions between individuals develop into complex group movements.

Mobile technology combined with real-time web applications, such as Twitter, Facebook, and Foursquare, creates a buzz similar to the humming of these swarms. This buzz empowers people to align around a common interest, become inspired, and take action—nearly instantaneously and in unison without prior planning or forethought.

In Egypt and Tunisia, Twitter was used to coordinate logistics. Facebook, Flickr, and YouTube were used to broadcast pictures and videos of the protests. Without social media’s swarming effect, Egyptians would have just watched television or listened to the radio feeling isolated, alone, and afraid to act. The rest of the world, of course, would not have spent much time thinking about them.

Where this new paradigm will lead us remains to be seen. Let’s hope it ushers in a new world order where the “wisdom of the crowd,” as with bees, results in clever compromises acceptable to all, except perhaps dictators.

What do you think? Do you think social media “swarms” are exciting or scary? Let us hear from you.

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