There is no doubt that the rise of online social networking and in turn the broadening online social mediascape is because of the increasing desire to know what everyone else is doing. We all want to know what everyone else is up to, where they have been, who they are in a relationship with and what are their thoughts and we want to do it regularly. It’s an emotionally fuelled pastime.
We almost need to be part of it to validate ourselves and find out what is going on in everyone else’s world. We feel the need to peruse through profiles, pages and posts and take part in what can be at times refereed to as Comparative Voyeurism. It’s what’s making social media grow and evolve into the almost infinite mediascape it is right now.
Brands are loving it, but is the audience reciprocating?
Are they networking or observing? Either way it is a form of Sociology. Furthermore it’s an adoption of modern technology to observe, participate and interact in a purely man made environment.
The ‘status updates’ and ‘tweets’ (to name a couple) that we read about are no longer relevant by the time we read them. Moods change, thoughts expire in just over a few seconds and people are now onto the next topic- But we need take part because everyone else is taking part. We are actually very emotionally involved in our day to day online social networking and therefore the advertising surrounding it has little relevance to us.
It’s the high speed online emotional evolution and what does this mean for brands?
It means be relevant, be as relevant as you possibly can-Encourage your Marketing to meet with the minds, not with the eyes
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