friends come in groups of five. photo: Elizabeth Currier


Sketching out your online activities:

Paul Adams demonstrates, how you can connect your contacts with the intended touch points on a home grown overview chart made with post-it notes and colored sticky dots and get a feel for what you are doing before you do it

Friends come in groups, pictured here in groups of five to make it easy on you and me.

I was raised with Enith Blyton books (5 friends) .

These groups really consist of 2-10 people. People tend to have between 4 and 6 groups. Friends we made at school, at earlier childhood stages in our neighborhood, sports pals and teammates at work, hobbyists, lobbyists and so forth.

Usually we keep our groups of friends apart.

Only at special occasions such as marriages or funerals do our separate groups of friends get to know each other, likely for the first time.

This is exactly what happens on Facebook – all of the time.

A melting pot where everything comes together with no differences or distinctions made, and people we would never place together at one table, get to be in touch with one another if intended or not.

However difficult it may be, becomes obvious for those responsible for seating arrangements at weddings and funerals.

As with seating arrangements at major events, it takes masterful planning to manage indifferently united groups in social networks to remain in their traditional grouping in the best interest of your business project.

To distinctly identify the groups separately and treat them individually, preferably with no touch points amongst one another.


The Roman army was split into groups of 150 so that everyone in the group knew each other. Close enough, Adams (centurion = 80 men, 2 centurions = maniple, 6 centurions = cohort, 10 cohorts = 1 legion with up to 6,000 soldiers)


Presupposed, you share with me the opinion, that the social web is here to help with persuing relationships and fostering communities with the aim to increase your share of market place and community reach.

Most of us can only stay with up to 150 weak ties. This is a limitation of our brain. The number has been consistent throughout history.


Excerpt of Paul Adams’ präsentation: the real life social network v2


Identify the peple relevant to your project on post-it notes and group them in whatever way makes sense. With colour dots map them to the touch-points and glimpses of coming attractions you mean to provide

Here’s a chart I made in Omni Graffle for my daughter in Eugene, OR.

A reference point for my adored reader, how even the process of mapping out overviews my add clarity how to eventually become relevant to the different mind sets you are addressing with the intended release of your artwork or touchpoint or what have you.

Design offers a passage to integrated marketing to which facebook, if at all, plays a minor role.

Creativity is not cute, as New York planner Heidi Hackemer pointed out.

Now it’s on you to bring your business goals or your intend as artist in agreement with the motivation of the members of groups and to have good design resolve into action (Naoto Fukosawa via Ana Andjelic).


The Real Life Social Network v2 from Paul Adams

Paul Adams’ Think outside in