Recently, LinkedIn sent out an email (seemingly to everyone) to welcome in 200 million users and congratulate those with the top 1% and 5%. It was a great marketing gimmick to get lots of social mentions and website visits.
As this blog explains, everyone who received the email - 5% of 200M is 10M people! - would share it onliine. It reminds me of the Shift Happens video - due to the large number, is it really that special?
It's a numbers game. We feel special from recognition and winning and the mini-celebrity of it all. But as I tell my clients at the end of the day that activity better help you achieve a goal.