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TECHNOLOGY BECOMES YOU
Humans are, by nature, a social species. The desire to be accepted, to be part of a group, is inherent in our makeup. And, in the history of the Internet, what has taken hold more firmly across the online population than social media? If you think about it, the phenomenon actually isn't so surprising. Our fascination with the widespread adoption of the social media is comparable to a cat spying itself in the mirror, unknowingly mesmerized by itself.
Even in the web's infancy, people were flocking to chat rooms and message boards with like-minded individuals and networks of otherwise complete strangers feeding the "share machine" daily. Before long, online communities were created for everything imaginable, from new mothers and stamp collectors to political activists. As the internet continued to evolve, so did these communities, adding easy-share functionality for photos, music, videos...you name it. Rating systems complete the mix, allowing people to judge content and share their opinions with the world. Today, the internet looks like a hyper-charged, always-on version of our world offline: a non-stop place to commune, communicate, express and socialize.
As technology and humans toggle between the roles of influencer and influenced, an almost whirlpool-like effect is created, blurring the lines between the two. The most fascinating effects of this techno-social relationship, perhaps, are the instances where online goes offline. Take, for example, the chaos that ensued at a SXSW interview with keynote speaker, Facebook CEO Mark Zuckerberg. Audience members began "whispering" to one another, via Twitter, about their dissatisfaction with the interview. Soon the virtual network neighbors became outspoken and interruptive.
On MySpace (the third most popular website in the U.S.), there are a growing number of "playground fights" where comments on the social network escalate into offline fights and subsequent arrests. These examples are somewhat dramatic, but plenty of more benign examples exist. Consider, for instance, that Millennials rely almost solely on the broadcast capabilities of social networks to make plans with friends, effectively limiting their offline network to those in their online network. A recent study by Stanford University uncovered the effects of one's virtual identity on one's real world identity. These phenomena illustrate how firmly technology is woven into the fabric of our daily lives, most especially the social aspects.
Today's web provides the masses with a vehicle by which to express themselves, speak their minds, offer feedback and affect change. As a result, the way companies do business changed forever. It's like one big, collective anxiety attack as everyone frantically tries to catch up on the new rules of engagement. The basic tenets of business still hold true, though, and will see smart companies through this transition: know thy customer, differentiate your brand and commit to outstanding customer service. How these goals are achieved may have changed. But considering each opportunity - from blogging to building an in-world brand experience - helps reduce the din and gets you back to making grounded, well-informed, decisions for your business.
Article by:
Heather Dougherty, HMH, Senior Interactive Art Director
