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Social media is shorthand for a globally networked society with peer-to-peer connections across a complex portfolio of media channels. This has changed communications structurally and psychologically. There is no such thing as a “consumer” in the traditional sense of the word. Technology has unleashed a new set of expectations that impacts multiple assumptions, such as trust, speed, access, and the ability to take action both individually and collectively. It changes the emphasis from brand loyalty to experience.
This radical shift in psychology can be challenging in an organization because it has internal and external implications for managing and communicating at all levels. The focus on psychology, however, can lead you how to ask the right questions in strategy and development.
As technology becomes increasingly ubiquitous, mediated communications become more prevalent. Social technologies increase the quality of face-to-face communications for two reasons: 1) they facilitate the fundamental human drive for connection, and 2) they capitalize on how the human brain processes information.
Social media enriches and expands human relationships. It provides a ‘glue’—a continuing fabric of context and connection— that strengthens business and social relationships by filling the places in between other methods of contact.