Last week we conducted a Social Media Marketing Workshop for a number of interested and engaged Philadelphia area marketers. In considering how to frame the transformational character of Social Media Marketing, I found a story that captures the concept quite elegantly.

The Talmud (the main source for Jewish law and tradition other than the Bible) tells a parable about a gathering of all the animals in nature. The lion was asked why he was the king of all the beasts. He replied:

“Because I can roar the loudest, and when I roar, everyone else is silent.”

At that point, the thrush stood up and said:

“That may be true, but if we go a mile or so from where you are roaring, your roar is not heard. However, when I begin to chirp, all the birds chirp along with me and the whole forest is filled with song.”

Increasingly, making an impact and influencing others does not depend on how loud you shout. It depends on influencing people so that your song is carried on the wind, and your message reaches more people than you could ever hope to reach with the strength of your voice alone.