Skip to main content

A 2014 prediction: Still social, more personal


During the holidays, I sat down with a teenager to find out why his peers are running way from Facebook and embracing sites such as Snapchat. His response was simple: teens don’t want to broadcast their conversations and photos to everyone––especially not to their parents.  They want to talk and share only with the people they want, without leaving a digital “paper” trail.

The reality is that most social media sites have become “public squares”, places where everyone is “friends” of everyone in one way or another, a place where everything we say goes on record. This means that every time we post, we are broadcasting to the “masses” and going on record. 

This is not necessarily a bad thing.  We are social creatures by nature; we like to share with others and look to our community for support.  We want status, which is a basic human need. We have to claim our place in our tribe.  

But there is also a need for intimacy, a feeling of sharing exclusively with the people who are more likely to understand us.  The ones who are not going judge us. We also don’t want to be on record all the time. We are humans, and our emotions often dominate our logic.  This means that we are going to make mistakes and say stupid things that we are likely to regret.


The more we open our networks, the more people we reach, but also the less intimate and relevant our message becomes.  As we cruise toward 2014, our online and offline worlds continue to converge. Just as our “real life” relationships progress toward greater intimacy over time, the progression of our social media networks will naturally evolve into more niche groups that are more close and personal.  

Comments

Popular posts from this blog

The Curse of Advertising Resources

With more platforms, more products and more content who are trying to reach a disengaged audience, it is becoming harder and harder for brands to stand out. Conventional practices are no longer working. People don't watch TV as much as they used to, so they don't see commercials.  They don't click on banner ads. They don't pay attention to billboards ads. And they don't trust brands' messages. Part of the problem is that we are too dependent on traditional ad resources, which limits the realm of our creativity. To thrive in this new environment, we, ironically, need the freedom of a tight brief: what can you do with no budget for mass media?  Or limited marketing communications dollars?  To make a comparison, traditional advertising is a lot like countries and economies that rely on oil. This reliance handicaps innovation. Countries with a vast amount of natural resources tend to have (1) less economic growth and (2) worse development rates than other countrie…

The Irrational Power of Nudge Brands

Nudge brands are brands built on interactions, not attitudes. They are mostly defined by experiences, not TV campaigns. They are designed around people's inconsistencies and errors, not for machines. They are simple, not complex. They like to break things into small chunks that are less daunting than big tasks. They focus on changing behavior, not generating awareness and interest. The Paris metro system card is a nudge brand. It is designed against human errors. You can use the card in any direction. IKEA is a nudge brand. It uses the power of personal investment. The more involved people are in creating something, the better they feel about the end product. Ryanair is a nudge brand. It chunks the whole purchase process. They lock you in with a low 'seat price' first to get a mental commitment. Then, they start to add the extra charges in bite-sized 'chunks.' Hare Krishna is a nudge brand. It is built on the reciprocity rule by giving away daisies. People should …

The Irrational Challenger

Today, irrational is the new normal. People want products and services that break conventions and defy social norms. They have expectations that don't fit the traditional business model and feel irrational. However, they are very real and have created an irrational economy with irrational challengers. To thrive in this new playing field, business needs to be human, irrational. Think about it. Having a concierge to run our weekly errands for $99 month. Alfred. Ordering a healthy and delicious meal ready-to-eat under 7 minutes delivered at your door the next day. Hungryroot. Booking unlimited blowout appointments at salons in Manhattan for just $99 a month. Vive. (A typical blowout cost $40 to $90 inNew York City.) Renting a room on a month-to-month basis without going through the traditional methods of verifying applicants (e.g., two years of tax returns as proof of income).