Kevin comments on The Craigslist Revolution: a real-world application of torture vs. dust specks OR How I learned to stop worrying and create one billion dollars out of nothing - Less Wrong
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You, and probably almost all of lesswrong, are atypical facebook users.
"Can this Pickle get more fans than Twilight?" has gotten 370,000 fans in a week.
Keep it simple, stupid, and emotional.
This is a case where "Shut Up and do the impossible" applies, not "make good rational argument to advance understanding"
EDIT: We DO need to make good rational plans on how to do this, but that planning can be done by a small group of rationalists. I mean only that the front end should be targeted at less-rational people.
That is one viable strategy, actually -- get a million fans for something stupid, then aggressively market the real cause to those users.
Edit: There's definitely a selection bias here though -- you only see the "Can this group get more fans than Twilight?" because it got 500,000 fans, you don't notice the vastly greater number of groups that fail.