The Wisdom of the In Crowd

Every high school has at least a few popular girls. Though they're rarely the prettiest or the most charming, they rule their social scene with a cynicism that would make Machiavelli shudder. Even their friends fear them, and pop culture is rife with fantasies of popular girls who get their comeuppance—cult classics like Heathers and Mean Girls come to mind.

Nevertheless, Rachel Happe says they know something from which social media practitioners could learn. Impossible, you say? Consider her list of a popular girl's skill set:

-She knows the importance of being a hub, and controls information for her own benefit.

-She knows the right way to spread information, whether her purpose is organizing a party or harassing another girl.

-She knows how to exclude others from the group, and can deftly exploit a weak link.
She understands her brand and exactly how to go about developing pent-up demand.

-Happe adds that a lack of maturity means these girls often use their powers for evil, not for good, and that we don't want to replicate a vicious high school experience in social media.

"However," she notes, "why are we as adults relearning things that these girls know better than most of us do?" Asking that question—and, better yet, finding the answer—is Marketing Inspiration.