In connection with crowdsourcing, the term swarm describes a large number of people who work on a task or solve a complex problem together. This approach can also be used for the development of ideas or creative solutions. It is also referred to as swarm intelligence.
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Despite the fact that there are no general definitions, some characteristics are vital for the successful usage of the above-mentioned system. All participants must operate independently. There must be no opinion leadership or dependence structures. Furthermore, the crowd must distinguish itself through a diversity of opinions and a decentralized structure. One example is idea development for new products via Facebook or other social media. In this case, creative potential is combined with marketing activities, for example selecting the best packaging for Pril or the best customer burger at McDonald’s.