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27/09/2012 by
2632 views

Ever Thought How Odd Your Online Life Is?

Two Boys is the opera that explains the dangers of living our lives online. As promotion the English National Operas launched this stunning short film…

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Social media seem to have created fundamental changes in our behaviour, and makes us break through the Maslow hierarchy.

Here you will get insights about the big shift, and how social media can refresh brands and peoples lives’…

Is privacy really an issue for the screenager generation? It doesn’t seem like it: We seem to be sharing more details about our personal lives than ever before. Attention from the group seems to be the Holy Grail so often.

I can understand that in some markets, which are still under the “management” of Stazi or Nazi alike regimes, people are much more careful about sharing all their ideas with the whole wide world.

Freedom of speech is a blessing, although when it comes to social media, I sometimes doubt if we are not taking it one step to far?

Can i.e. the gen-y generation really understand what the impact of their current social actions will be in a few years from now? Are parents of young teens really aware of what their kids are exposed to online?

I often think about powerful social networks and their responsibility regarding privacy and consumer data, since we have already experienced what happens if your personal data or preferences are shared online without your permission.

What if a large social network switches from owner, what will they have in mind with your personal data?

Do you ever think: “NSFW, what if del.icio.us gets hacked and everybody could suddenly see my hidden links?”

Do you ever think: “OMG, what if Google leaks, and my friends could suddenly see all my search queries?”

Dou you ever think: “WTF, why do brands keep spamming me to become their friend?”

Social media can also reveal the true DNA of people, and corporations. Why are so many brands trying to bribe bloggers and buying likes? What is it that social media seem to unlock our deepest feelings of greed?

It sometimes looks like social media is unlocking the famous seven sins: Anger, greed, sloth, pride, lust, envy, and gluttony? Or at least a few of them. That makes me afraid sometimes.


My love for social media?

I love social made for how it is making the world transparent. I love social media because it is an uncontrolled media environment. I love social media because it has brought the power back to the people.

I love social media because the collective energy and wisdom of crowds: Technology is now really enabling us to do more good.

I love social media because I believe that the basics of human beings is cooperation and democracy. It’s in our DNA.

In Western society we have taught each other that competition and winning is the most important thing of life. But competition is much lower in our value chain than cooperation and doing good to others.

Even the new Western world is both cooperative and competitive.

Charles Darwin was interpreted and popularized by Huxley. He really stressed that human nature was much more driven by helping others than selfishness. We have the ability to help each other and to cooperate, show empathy.

Social Branding?
When looking at above, I do hope that more brands and their CMOs will start unlocking the true powers of social media.

The core of the social enterprise is connectivity, bringing about collaboration and co-creation; customers, staff, partners and products are all connected, using common “language”, facilitating the transformation of the organisation from experience-based to learning-based, from stocks-based to flows-based.

In effect, this represents the flows “wave” of the big shift. The big shift we all seem to translate that the world will be destructed in 2012?

I don’t think the Maya’s meant total destruction. I think the Maya’s meant that in 2012, our world will be shifting to a new energy.

Forgive me for being bold, but too often I am unpleasantly surprised to see the strategy of some leading brands in social media. Why?

Many CMOs have put themselves outside the community of human beings, totally misunderstanding the truth of who we are and why we belong.

My wish? To inspire CMOs to start thinking beyond “just advertising” their products in social media. Please realize that being the biggest on Facebook – by only paying for your likes – is tough, it’s pathetic.

And more important: Is not the meaning of this new era and not the sole purpose of social media.

The new CMO understands the big shift of energy, will also understand how their brands can facilitate people. And how their brand can add pieces of meaningfulness to peoples’ lives.

I do believe that brands that are able to act upon this will be the love brands of the coming decade.

Please share your thoughts in the comments below: How do you feel about the role of brands in the social media space? Or how odd your online life is?

Fore more inspiration follow Igor Beuker on Twitter or join our movement on Facebook.