The concept of the web centres on linkages and interconnectedness, in a similar vein to that of social media. It’s reinvented the way we communicate, not just with each other but with whole organisations and even products. Old Spice’s campaign, in which seemingly ordinary people can interact and communicate with ‘The Old Spice Guy’, was hugely successful for several reasons, but it is this current engagement phenomenon, spurred on by social media, that is most fascinating.
At its essence, anyone can ask anyone anything and this is perhaps social media and indeed the web’s greatest appeal. By its definition, a web is a series of connections, weavings and interweavings. These facets are what defines social media - the establishment of connections with no genuine hierarchy or order. If you possess the equipment, you’re an equal. You prescribe to the same 140 character limit, or image size, or formatting options. In my opinion, the fact that everyone exists on the same digital level is one of social media’s foremost attractions. But what are your thoughts? Do hierarchies exist in the digital world just as they do in the ‘real’ world?
Great stuff! Looking forward to this regularly, will it always be the same theme?
ReplyDeletereally insightful max. look forward to following your posts in the future!
ReplyDeleteFascinating first post, Max, especially considering recent events (US-based journalist for a UK paper having his Twitter account shut down after criticising NBC Olympics coverage). Companies that are serious about their social media monitoring will analyse how far the reach of an individual commenting on their brand / company extends, and respond accordingly. Systems like Klout (www.klout.com) also allow individuals to measure their influence while allowing organisations to target influential users with free gifts and other offers. Perhaps we are moving towards a future where responses will provided according to a tiered system of individual influence - is this a good or bad thing?
ReplyDeleteI think social media is indeed moving towards a future of greater customisation. I suppose anyone with a Twitter or Facebook account has their own personal hierarchy established, as in they can choose who they follow, who they speak to and how they communicate with them. Klout is a fascinating case study and for the most part I think it's a fantastic innovation, especially for organisations, I just worry that its creating an unhealthy sense of competition which doesn't seem to correlate with the collaborative ideals of social media.
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