Socially Aware or Socially Awkward – Where Does Your Business Fall?


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Socially Aware or Socially Awkward – Where Does Your Business Fall?

  1. 1. Socially Aware or Socially Awkward – Where Does Your Business Fall?One of the hottest topics in the social space right now is socially aware apps, such asGlancee and Highlight. These differ from traditional social media by combiningestablished profiles (most often from Facebook) and location-aware features so userscan see who is in close physical proximity to them. So far, the reactions have rangedfrom extremely positive (this will change the way we network forever!) to incrediblyparanoid (Facebook is tracking our every move! Watch out for black helicopters!).However, there can be no doubt that, simply by existing, these apps add a new tool tothe arsenal of those who wish to connect socially.One of the biggest differences between these apps and others is the lack of interactioncapability within the app itself. Profiles typically include basic information such as wheresomeone is employed, their general proximity to the user (although not exactly wherethey are) and some general interests. The idea is that the app is just a stepping-stone tobridge real connections. Thus, it differs significantly from previous social offerings in thatif you use it correctly, you will actually stop using it shortly after a preliminary connectionis made. The long-term relationship takes place outside of the confines of the app.The criticism that these apps are too invasive is not without merit. It is perfectlyunderstandable that an individual might not want his or her location known by peopleusing the program. That being said, for those who do not mind, the potential for rapidconnections is staggering. Consider Glancee, my social awareness app of choice. Say Isee that five people are within 300 yards of me; I can send a message to one of them,start chatting and schedule a quick meeting over coffee to pick their brain or just to getto know them better. As someone who has a relatively large social footprint anyway, Ifind the connection possibilities very interesting, and have thus far not found anyonewho abuses the platform.So, let’s put this in perspective: what can these apps offer your business? In short, ifyou care more about the depth of the connection rather than the quantity, it can offersignificantly more than other social apps. As a writer I interview people all the time. Dueto time constraints, the luxury of a face-to-face meeting is usually rare. However, ifthese apps catch on, I might be able to make quality connections with neighboringbusinesses that are far more personal than connections made through Twitter or byfollowing a corporate Facebook page. It will be interesting to see how people use thisnew tech, as personal skills hold as much weight as technical competency in theseapps. Bottom line: the connections formed are dictated by the individual, and in this agewhere companies have hundreds of thousands of followers and fans, that level ofgranularity can be extremely potent.
  2. 2. I want to hear from someone who’s put this to use in a business setting and had greatsuccess… or maybe great failure?Reference Link: