How community can affect (attempted) internet hoaxes

In the light of a story about successful and failed internet hoaxes, my beloved Chicago Cubs provide some interesting context for how the composition and machinations of communities differ from one to the next.

If you grew up as a die-hard Cubs fan in the 1960’s and ‘70’s, you became a part of a community of loyal and vocal supporters of a bunch of “lovable losers.”  The teams tried hard, and Wrigley Field was gorgeous and the best way to spend a summer afternoon (no night games yet), so what if they couldn’t win anything more than a carnival ring toss?

Remember, this is a team that actually advertises when they lose.  They let the world know with a giant “L” for Loss on a flag over the centerfield scoreboard.

But then 1984 came; their first playoff appearance in almost 40 years.  And with a little bit of success, expectations slowly started to change.   Another playoff appearance five years later, and the sentiments of the fan base shifted a bit again.  More grumblings.

Over time, the nature of the community of Cubs fans changed and it became a group of more demanding people.  It self selected fewer fans willing to accept defeat and attracted more fans who booed players making half-efforts and stayed away from the beautiful confines of Wrigley when the team stank.

In our social media-driven world, because it's so much easier to find like-minded people, communities form themselves, and they’re fascinating in the ways they function differently.  The aforementioned article in the Atlantic is a great example of how three different online communities affected three different attempts at conjuring up internet hoaxes, based  partially on the strength of the community, but mostly on the way the community exchanges information.

If you’re thinking about promoting yourself or your brand online, it’s a great read and a fascinating story. I’m going to go read it again.

Right after I set the DVR to record tonight’s Cubs game.