Posts Tagged ‘behaviorgraphics’
Social media is about social science not technology. As such, its value is not realized in the Likenomics of relationship status nor in the scores individuals earn by engaging in social networks. The value of social media comes down to people, relationships, and the meaningful actions between them. As such, its value is measured through the exchange of social currencies that contribute to one’s capital within each network. Through conversations, what we share, and the content we create, consume and curate, we individually invest in the commerce of information and the relationships that naturally unfold. It is in how these relationships take shape that is both in and out of your control. This is why, in the age of social networking, relevant engagement counts for everything.
Social media is a deeply personal ecosystem that I lovingly refer to as the EGOsystem. As such, there is a “me” in social media for a reason. It is quite literally a world in which we are at the center of our online experiences, a place where everything and everyone revolves around us.
Over the years, social networks have lured us from the confines of our existing realities into a new genre of digital domains that not only captivated us, but fostered the creation of new realities. As George Bernard Shaw observed, “Life is not about finding yourself, life is about creating yourself.” Such is true for social networks and the digital persona and resulting experiences we create and cultivate. It was the beginning of the shift in behavior toward an era of digital extroversion, self-defined by varying degrees of sharing, connections, and engagement.
In 2007 Charlene Li, then at Forrester Research, now running the Altimeter Group, along with Forrester ‘s Josh Bernoff, Remy Fiorentino, and Sarah Glass released a report that introduced us to Social Technographics. Forrester’s research segmented participation behavior on the social web into six categories, visualized through a ladder metaphor with the rungs at the high end of the ladder indicating a greater level of participation.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.
Brian has authored several best-selling books including
What’s the Future of Business (WTF),
The End of Business as Usual.
His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing.