David Byrne is a musician and a writer and lives in New York City. An extract from one of his articles appeared on the MIT Technology Review. The article talks about the ubiquitous presence of Artificial Intelligence embedded in the social interaction software and networks that we meddle with, day in and day out relentlessly. We take it so granted, that I was compelled to write about his unique perspective on the effects of AI (Artificial intelligence) on our social life. You can find the article here.
Here, in the following paragraphs, you will find my perspectives (my 5 cents to it) on ‘Can AI really drive happy accidents leading to social interaction’ riding on David Byrne’s arguments.
We are swayed by the AI networks for social interaction
We as humans are so preset with the current way of life using all kinds’ of smart devices for communication and interaction that we have often forgotten to realize what it means to have a real human-to-human interaction. In fact, would like to appreciate MIT Technology Review for giving such a clever title as “Eliminating the Human” in the article.
David argues that we are swayed by the artificial cues and matches thrown by AI (Artificial intelligence) that we have failed to recognize our natural instincts as social animals to trust our own intuition for social interaction and collaboration that consumes us.
There is a generalization, and the pattern is obvious. We are entering into a world, which increasingly does not favor human interaction. For example, if we go to the ever popular Amazon.com, the site acts and behaves like a machine and gives us recommendations on what to buy based on our past interests and even the review conversations are machine like.
Social networks are engineered predominantly by male software engineers
So are the other modern outlets like music stores, driver-less cars, online ordering and home delivery, speech recognition and personal assistants, big data and even popular social networks. Though social networks have the social interaction part, they are less real. They are the simulated version of our interactions. The entire interaction happens from a software engineer’s point of view. Partly because, the software engineering crowd is predominantly male and they do seem to share the feeling that human interaction is all noise and has less simplicity and efficiency.
Adopting social media in workplaces is both an art and a science and they both go hand in hand together. For that matter, conducting business analysis also has shades of both art and science and not much relevance is given to the ‘art’ portion of it these days.Conducting Business Analysis is a mandatory precursor and a must do exercise even before we attempt to carry out and adopt enterprise tools in workplaces.
For the benefit of some of us, the IIBA (International Institute of Business Analysis) a much-recognized body in this field, defines Business Analysis as a ‘practice to bring in a change in an organizational context by defining the needs and recommending solutions to the stakeholders’.
Fair enough! but then in the recent years, the implementation and adoption of social media tools in organizations has brought the ‘art’ portion of business analysis to the forefront. This is not to say that logical analysis and methodological rules are no less important either.
There is much written about the logical analysis and rules of implementation. What I attempt to write below is my natural understanding of how ‘adopting social media in workplaces’ can be taken up.From a business analysis perspective and to bring in a positive productive change and intended benefits there are three approaches to adopting social media in workplaces. They are:-
The all at once together approach.
The bottoms up approach.
There are myriad tools which run inside workplaces and not all of them have the connecting power nor the acceptance among employees, as social media tools. Once they are implemented, they become a way of life inside the organization subject to their usage and popularity among the employees. Its usage builds social capital.Having said this, there are ample opportunities for people in the HR function.
People who work as HR Generalists, HR business analysts and OD (Organizational development) consultants can intervene and learn from these exercises. Even to the extent that they can glean for information and conduct the organizational scan, which they do regularly as part of their jobs for measuring employee satisfaction levels.
Garbage in garbage out (GIGO) is a popular computing jargon used in enterprise computing and IT applications in large corporations across the world. Social media in the workplace has the influence to change all that with the introduction of Web 3.0.
Computer applications are designed by logical processes for transaction entry. If there is a poor data entry and the data is nonsensical, the output would also be poor and non-sensical. Such poor and flawed data have huge implications. People believe what they see on the computers and they rely on the data for decision making.
Owing to the speed, urgency and not much care taken during the data entry in large organizations, such garbage in, garbage out is a common phenomenon. Well, social media in the workplace is set to change all of that. A more recent statement ‘Garbage in, gospel out’ might be a reality in the future.
The introduction of Web 3.0
Web 2.0 enabled us to make connections, create content and share it with our friends. It allowed us to interact with each other through multiple devices. Now with Web 3.0, the internet has become much smarter. We now call it the intelligent internet. It allows us to not just publish content on the internet in a democratized way but also mine data to suit the user’s requirements. Social media in the workplace with Web 3.0 might know the user’s preferences, analyze the meaning, and serve only pages and data which is highly relevant to the users.
This affects the way, employees will create and use knowledge. Knowledge and data become more precious and they will be mined democratically where needed and when needed. Social media in the workplace will be more context dependent and context based. There will be smart interconnections among colleagues. People will start realizing the benefits and make an effort to enter the right and relevant information for future use.
Even in the consumer space, there are a number of social media tools in use. We see vandalized information all the time on some social media sites. Even the most popular ones are not left out.
Keeping this mind, the future models of social media sites with Web 3.0 would bring in more contextual information in the likes of ‘Siri’ and ‘Google’ says Cormac Reynolds from the Online marketer, a London-based digital marketing firm. You can find his website here.
‘Siri’ is a computer program for the IOS, macOS and tvOS operating systems from Apple Inc. What appears to be the future, ‘Siri’ works as a digital personal assistant and makes recommendations and requests to other web services. Interesting !
Within large organizations, the introduction of Web 3.0 will change the ‘garbage in garbage out’ phenomenon. Knowledge generation and usage will be more dynamic, relevant and competitive within the organization. The organization becomes a ‘truly learning organization’. Learners will accelerate.
Does the Internet make you smarter? to be honest, is a popular search term on Google shared by millions of people around the globe. Going by the Search engines parlance, this is a long keyword and the search trend for this keyword is rising.
After all, all of us, if not some of us have spent half of our lives surfing on the internet. My 8-year-old daughter is no newcomer either to the internet. Just like other eight-year-olds on this planet, she spends about 3-4 hours a week watching Youtube and playing games on the internet. Well, I decided to gather some information.
Does the Internet make you smarter? the straight answer is, Yes.
Logging on could spark a little bit of genius in all of us. When you bounce your thoughts and share your knowledge with others, there is every chance that new ideas can come into this world.
Thinking is not solo anymore
But there still exists some contradictions on this subject around the world. Probably in the past, thinking alone and gazing at the stars would result in a sudden epiphany of sorts, a flash, a spark or a light bulb moment. Well, that was the past. A popular belief that emerged partly from passed on stories and life histories of some of the inventors.
Increasingly, there is research pointing out that new ideas and innovations do not stem from a single moment of euphoric thought but from bouncing and successive iteration of ideas over a period of time.
It all starts with a slow hunch says Steven Johnson, the author of the best-selling book “Where do good ideas com from”, you can find his TED talk show here. And still Clive Thomson, the author of the popular book “Smarter than you think” is very optimistic on the use of social media. A good review on the book can be found here from Newyork Times.
The current trend of using social media for mere trivia and gossip would change. Instead, people would find interesting and creative ways to spend their time on the internet. This includes thinking differently and solving new problems by sharing and bouncing ideas with each other.
There is nothing to fear from Facebook and Twitter.
Associate trails of the web is analogous to the human brain
Tim Berners-Lee created the internet architecture. The simplicity and the beauty of the Web lie in its interconnected hypertext Webpages. The web pages are connected through a primary channel called the link.
Lee, however, drew some of his ideas for the web from the Memex. The Memex was an information storage system that was first described by the inventor, Vannevar Bush. The system works analogously to how the human brain works.
Just as how the human brain indexes new ideas and information through associative memory for later use, the internet system connects information web pages through certain cues (Hypertext links) thereby creating associative trails for ease of access and for later use. This brings us to understand a bit on how ideas pop up in our brain.
The human brain network is as complex as the internet
As Steve Johnson talks about it in his book, any idea that pops out of our consciousness is a work of millions of neurons in our brain all firing in sync with each other to produce an idea.
Intel is the world’s largest semiconductor chip manufacturing company. Founded in 1968 and headquartered in Silicon Valley, California, Intel is a global company with its employees spread all over the world. All the employees work together to make Intel, the world’s largest and a highly valued silicon chip maker company. Intel, the name stands for Integrated Electronics.
True to its name, the company has a commendable and highly integrated social media computing infrastructure and tools for use for its employees. It does not stop just at that, the important thing is social media collaboration is quite successful here.
In fact, Intel is one of the early adopters of social media which is extensively used by its employees successfully in all the functional domains of the company. From recruiting, talent management to product engineering, social media collaboration at Intel has set benchmark standards in business performance and scores high in employee satisfaction rankings.
Intel is a trailblazer in this sphere and is all set to make effective use of social media in the future.
An example business challenge at Intel
Before I jump to write about a social media collaboration example at Intel or rather a specific challenge faced by Intel Engineers, I would like to thank the authors of the book “Social media at work” who have done extensive studies and interviewing executives at world-class organizations.
The author’s study, research, and findings have culminated in writing this book.
I have referenced content from this book to write about best practices in social media usage at Intel. The book is available at Amazon. It can be found here at this link.
At Intel, solving engineering problems has been a regular challenge. The engineers use the ‘follow the sun’ model. Through this model, work gets passed on from one geographical region to another and work happens 24 hours a day.
The real challenge is the absence of asynchronous communication. An instant two-way communication which can help the engineers was missing.
This communication bottleneck had to be sorted out and they introduced social computing tools like ‘Wiki’s’ and Forum for social media collaboration. This facilitated the engineers to capture their ideas, talk in real time, record backlog history, build trust with each other and above all collaborate without hindrance.
Intel did have its scary moments. For example, bosses do ask their employees “When would you finish your real job?” The mixed opinion is that social media usage does hurt productivity.
Intel learned it the hard way. To face such issues, Intel integrated business problems with social media collaboration and developed a proof of concept. Social media collaboration had to be built into its core processes.
Best practices for social media collaboration at Intel
Over the years, Intel, after many rigorous exercises and lessons learned, had compiled some of its best practices for implementing and using social media collaboration in workplaces. Please find them below.
The below best practices from Intel have been referenced from the book “Social media at work”. My sincere thanks to Arthur Jue, Jackie Alcade Marr, Mary Ellen Kassotakis, the authors of the book.
It is best to implement social media tools over integrated business processes. Standalone processes need to be integrated with the rest of the core processes. It would be futile and social media usage may be not be accepted well among users, prior to this integration.
The consumer use of social media is here to stay for the foreseeable future. Employees are bound to bring in outside practices, inside the organization. Open source technology is freely available.There is every chance that employees will drive the IT function for implementing social media in workplaces. We have seen it already happening. There is a need for the democratizing the usage of social media.
IT departments need to be quick to recognize changes in the social media usage otherwise they are bound to face more work in the future.
Allow innovation to occur in a more natural way. Grass roots development need to take place. For mass adoption, “Executive buy-in” is necessary.
It is good to allow employees to have their own blogs. Blogs give employees a voice and a means of contributing their knowledge, experience, and perspectives.
To get work done from the grass roots level, it is good to integrate social media into the existing business processes of the company.
It is good not to force anybody in the company to adopt social media usage. Social media usage needs to be encouraged only as a good option.
Finally, the important one – Social media should be easy to use
8. The important thing is to focus on the ‘Simplicity of the tool’. The simpler the tool, the easier it is to use it. It is good to involve all representative users for a user acceptance testing. It is good to take their feedback and make relevant changes.
Intel always sees social media usage as big contributor and a key enabler of business performance. As a company, Intel is committed to integrating social media into its key processes which make the greatest impact.
Social networking as we all know is the use of applications and websites to communicate with many other users or to find people with similar interests to one’s own. Social Networking is on a developing pace more than ever.
It is quite remarkable to think about it and how to use to target and make contact with potential clients over the world. A significant portion of the general population on the planet totally depend on the web where they make a living with the assistance of web-based social media.
The merits of Social Networking in Our Society
Just a few of years back, individuals have a tendency to convey utilizing wired contraptions, for example, phones or ham radios. Today, the web has reshaped our reality beyond our imaginations. Individuals now make use of desktop or smartphones only for work additionally for communication and fun too.
Some part of the perpetually growing popularity of the internet as another method for communication is the approach of long-range social networking sites. These are restrictive sites that can be utilized by everyday citizens to post individual profiles, pictures, recordings, music and messages. Clients of social networking websites can welcome other “companions” to join their system to have the capacity to view and share individual data with each other.
There are a few social networking destinations today, among the popular ones are Facebook, MySpace, and Twitter. Most people from these websites are young people who simply cherish the organization of companions and other individuals. Nonetheless, did you know how critical Social Networking sites are?
When looking for a job
A few organizations in the US and Europe are exploiting social networking websites to get talented workers. Then again, work candidates make proper use of these sites to post their resume and certifications. It’s an incredible device one can use keeping in mind the end goal to make a decent impression to an organization.
Closer to family and friends
By keeping up a profile on these websites, your friends and relatives don’t need to call you all the time. One can exploit posting messages, pictures and personal recordings of themselves for their friends and family to see again and again. It’s shabby, quick and constant innovation accessible to everybody.
Have you known about a few a great many people saved using social networking websites? Twitter has been an extraordinary apparatus for some to hand-off messages to a large number of concerned residents in a snap in times of catastrophe and natural disasters. Individuals who look for gathering pledges and gift can utilize Facebook or MySpace destinations to call unto liberal people.
Many individuals consider these destinations as a work of the fallen angel. It could be. In any case, one must understand that anything can turn out to be great or awful relying upon the individual’s expectations. Social Networking destinations have molded our reality in any case, and it will end up being an essential device if it’s utilized for useful purposes.
The Pros and Cons of Social Networking
Social Networking has turned out to be progressively well-known these days as there are a lot of destinations that offer this administration. MySpace and Friendster are the most widely known websites that plan to construct groups of individuals who share regular interests and exercises, or who are keen on investigating the premiums and exercises of others.
A long range interpersonal communication site resembles a virtual meeting place where individuals can hang out and talk about various subjects. Anything under the sun, truth be told. Some utilization these systems administration destinations to advance their web journals, to post releases and refreshes or to utilize them as an extension to a future love intrigue.
These are only a couple of the reasons why social networking is getting a considerable measure of consideration of late – it makes life additionally energizing for some individuals.
Nonetheless, it is best to ensure that well-being and security are the top priorities of the social networking site that you as of now make use of. Twitter is on account of the social networks sites require or give you the alternative to giving personal data, for example, your name, area, and email address. Unfortunately, a few people can accept this as an open door for data fraud or as we all know, identity fraud. They can duplicate your data and put on a show to be “you” when participating in illicit exercises. So be careful of what you enter on a social media website.
Crowd effect happens all the time. Sometimes they are so mundane that we hardly take notice. Yes, we hardly take notice that there is a lot to learn from a humble fish. The fish under the spotlight is the Golden Shiner. For starters, making an effort to be selfless is one.
Crowd effect is a special state of fascination, where the ‘hypnotized individual falls into the hands of the hypnotizer’.
I borrowed the above line from the book titled “The crowd: the study of the popular mind” written by the French author Gustave le Bon, published in 1895. Gustave le Bon was a French polymath and a gifted doctor. He worked in diverse fields such as Sociology, Psychology, and Physics.
Computer technology never existed then nor was there any social media during his time. But then, his study on the Psychology and Sociology of crowds led to the book. He is considered one of the pioneers in that area. You can find the book here on Project Gutenberg.
His works on understanding crowds and their behavior ring so true in today’s social media usage. Understanding human nature is important. It has a considerable influence on individual and the crowds, social institutions, religion, education, work execution, office rumors, industry unions, trade associations, fanaticism, celebrations, social mobilizations and much more.
The fact is Technology is secondary and it is an enabler. Understanding human nature is primary within the context of social media and the crowd effect.
Perfectly sane individuals behave so differently in the midst of a crowd. They are swayed by the opinions and feelings of the crowd. Isn’t it.
We have seen it happening to ourselves. How many times have we stopped and looked at a construction site or a random event that happens on a busy road? We have stopped because we have seen other onlookers standing by on the roadside. They are puzzled, just as you are and they are eager to know what is the hustle all about. Being curious, huh?
If you are looking at the above construction site picture and forming an opinion, then there are chances that hundreds of other people are also watching the same page, this very moment and forming opinions just as you.
It is pretty much in the same way as how we behave and interact on the internet. It is one massive crowd (3.7 billion active users, at any given time, to be precise). All of them swayed and influenced by each other’s opinions, thoughts, and feelings.
Crowd effect and the group mind theory
There are many theories surrounding this crowd behavior and the crowd effect. One such popular theory is the group mind theory. The theory states that individuals are motivated by each other. Even though they (individuals) exist apart, they act as one group.
Individual thoughts and feelings are stimulated by each other’s thoughts and feelings. The understanding is that when there is a common cause in a group, individual minds in that group co-operate towards that cause.
The group mind is not the sum of all the individual minds. In fact, the ‘crowd has a mind of its own’ distinct from the individual minds that constitute it.
Crowd effect: Answers from the animal world
There are numerous examples of such behavior in the animal world. Fish, bees, and ants are all good examples.
Iain couzin from Princeton University has spent a considerable part of his life studying animal behavior in swarms and flocks. His particular interest fell on a very tiny bland fish called the Golden Shiner. The Golden Shiners swim in shoals and they prefer to swim in the shadier parts of the ocean which are darker than usual.
Both, the lab experiments as well as studying their (Golden Shiners) behavior in their natural environment and habitats, have shown remarkable patterns of intelligent crowd behavior and crowd effect.
Wiki Collaboration has permeated virtually to all forms of on-line collaboration and social media. It was a seed concept which was invented and developed in 1994, came to be used so widely today. The best example of Wiki collaboration, the Wikipedia, is the most referenced online content repository in the world.
Talking about Wiki collaboration, James wales, the Founder of Wikipedia has recently announced that he will be starting a new publication called the ‘Wikitribune‘ to cover fake news. James says, ‘Wikitribune’ would be a ‘news site with a sense of community’ with ‘Evidence-based journalism’ on the underline.
Wikitribune will bring together the public and the journalists on the same plane. Wikitribune will project facts as it is and news content will be taken out of bias. It will be unrestricted for all with a genuine sense of community. Commendable.
I am not going to talk about -what ails Wikipedia? or the rise and decline of Wikipedia. There has been a number of articles written on the decline. I feel that there is a lot to learn from Wikipedia. Now with the announcement of the Wikitribune, my sincere hunch is that it would reverse the trend for the better.
Vannevar Bush, the celebrated engineer, inventor and administrator must be one happy man in his grave. He left a legacy and passed away. His invention of the Memex in the 1930’s, led to the development of the internet as we know today. The memex also led to the development of the Wiki collaboration software.
It was in 1994, Ward Cunningham the inventor of Wiki software, was inspired by Vannevar’s ideas on Memex and further developed it into a software where people can share and collaboratively edit documents.
His desire was that people can collaboratively contribute and talk about their experiences by adding and editing content without much technical know-how on computers.
There are thousands of active wikis in use around the world. They are used as team collaboration software, knowledge management tools, corporate intranets and community forum websites.
A wiki is an online software that lets you share and collaboratively modify and edit contents and documents with others using a simple web browser.
Did you know: Wiki is a Hawaiian name, which means ‘Quick’.
Wikipedia: the best known Wiki collaboration software
I was amazed to know that about 10 billion people visit the Wikipedia in a month for the English version alone. No wonder it is the 6th most widely read magazine in the world.
An article from MIT technology review from Tim simonite was a thought to provoke. Though the article was written in 2013, the title of the article ” The decline of Wikipedia’ caught my attention’. You can find the article here.
I saw some valid points. Apart from that I have not seen much written about it in the recent years. There is one from Andrew Lih titled ” Can Wikipedia survive” published in the Newyork times. You can find the article here.
A lot to learn from Wikipedia
I came to know that there were a lot of improvements that Wikipedia was working on, ground up. Surely, there must have been a lot of challenges that Wikipedia as a Wiki collaboration software would have faced over the years.
How did Wikipedia face them and what were those? What are lessons that we can learn from its journey? are the few questions that came up to me.
There is a social instinct in all of is to collaborate and contribute content. We do it for the greater good. Wiki collaboration needs a good dose of altruism. On this take, Wikipedia is a strong example of wiki collaboration and stands tall as a beacon.
Its success and sustainability are far more important to students, academicians and knowledge seekers of the world than to the volunteer professionals who regularly edit and contribute content. Though Wikipedia in the recent past has suffered from a lack of young contributors, it is still doing fine.
There is no centralized control. No restriction. Anybody can contribute. The Wikipedia foundation is a non-profit organization and yet the volunteers contribute on their own free will. A commendable sense of community spirit. They are a set of passionate folks. They do it for the ‘Love of the WWW (World wide web)’.
There is a lot to learn from Wikipedia as a channel for wiki collaboration. Though Wikipedia has been so popular, it is not been seen as social media tool by many. Perhaps, the founders and volunteers need to shape it up in such a way so as to encourage a lot of public contribution.
Best practices for Wiki collaboration
There has been no alternative to Wikipedia so far, as a Wiki collaboration tool. It is online collaboration at its best.
A good characteristic which distinguishes itself from others is the concept of NPOV (Neutral point of view). Wikipedia depends on its volunteers to update and contribute information. The final information that is presented to the user is neutral in nature.
Volunteers update information from various sources. Some may agree and some may not agree on the information presented. The contentions and disputes among volunteers on information sources and claims are quickly resolved. What finally is presented is the information on a topic or subject matter from a neutral point of view (NPOV). A good best practice that even today, there are many regulations on information management and databases that are derived from it.
Another important practice that Wikipedia does is to weed out vandalized information on a continuous basis. Online Wiki collaboration has its bane as well. Any good information found on the internet which is free and easy to edit and collaborate is also prone to information being vandalized. The volunteer editors at Wikipedia have a very tight network where they immediately discard unwanted information in a matter of minutes.
Many other publications had tried to emulate the success of Wikipedia. One such example which is worth mentioning is “LA Times“. LA times introduced ‘Wikitorials’ which was shortlived. They introduced it with the intent that the public would edit and collaborate with each other to work on their editorial page. But with the absence of dedication and commitment from the administrators and volunteers, the site was quickly vandalized by some elements in the public. They had to shut it down.
So, it was the sheer dedication and the spirit of community among the Wikipedia volunteers that led to its success. Maintaining such a comprehensive repository of information and knowledge on the public domain is no mean challenge for Wiki collaboration.
There was harmony among the volunteers to produce content which was acceptable to everyone. It was done for the ‘love of the World Wide Web’.
Off-late some pitfalls
Wikipedia was at its peak in 2005 and its English language version was the most visited reference site in the world. Andrew Lih in his New York times article talks about the staff crunch that Wikipedia faces.
It was said that they had about 60 editors who were allocated for admin roles in a month. Now, it is hard to allocate even one editor in a month.
The number of volunteers who contribute new information is dwindling. There is a dearth of young contributors, who have the potential and zest to write about topics, agrees Tim Simonite from the MIT Technology review.
Obviously, there seems to be a generational gap within the old timers who stick to the traditional approach for updating information and are unwilling to change. Wiki collaboration has to change with the time. The newcomers and the younger generation want information to be updated on the new mobile computing infrastructure. There is a learning curve attached as well. These governance issues need to be sorted out.
The Wikipedia foundation which runs the administration and infrastructure portions have plans to bring in new software and editing capabilities, to steer the way the Wiki collaboration happens among the volunteers.
It is time now that Wikipedia is used by its users as a social media tool as well. Just like how Facebook serves as an entertainment social media. Wikipedia should place itself as a ‘knowledge social media’. Though I have been hearing talks, I haven’t seen any ‘share’ or ‘thank’ buttons incorporated yet.
The Final word
Wikipedia will succeed and overcome its challenges. It is a matter of time. There is now enough impetus with the introduction of Wikitribune. As a Wiki collaboration software, Wikipedia offers us many lessons to learn not just about how Wiki collaboration should function and work but on the remarkable spirit of community and for the power of free expression.
Social media likes and shares truly resonate with the individual’s on-line identity, others perception and social acceptance within the group.
The cheeseburger is an all-American iconic food. It is as close to America one can get. Loved by all. It is the burger bread, with the cheese and the meat patty sandwiched in between. In some parts of the world, we know it as just the cheese and the burger bread.
The Cheeseburger was invented in the early part of the twentieth century in America. It served not only as a quick businessman’s meal for busy office goers but also for the hungry industrial workers in the factories. It was the common man’s food with all the plain good old goodness and kindness cooked in it.
Exactly after about 100 years, we have the social media boom! Facebook’s ‘Like’ and the Twitter’s ‘tweet’ have become iconic pretty much the same way.
There’s something about the social media likes, tweets, and shares that we have made it as a way of life ! cheese or not, it’s special with the plain good old goodness and kindness in each and every ‘like’ and ‘Share’ we love clicking so much.
Social media likes for the love of business brands
Having said that, in the recent months, there have been a number of articles which have come out on the importance of a Facebook “Like”. With titles such as, “What is the value of a like?” from Harvard Business review has been quite popular. You can click for the article here.
Brands spend billions of dollars on major social media platforms for promoting their brand’s social media presence. Almost 80% of the companies in the world have a Facebook page presence. ‘Social media likes’ is big business.
In spite of the brand promotions, branded content and endorsements the consumer (social media users) behavior has been quite different and it is not in the way, the marketers perceive.
Conclusive research studies from Harvard Business Review (Thanks to the authors !) have shown that –
Just because somebody endorses a brand with a ‘like’, it does not mean that they would make a purchase decision to buy or become a follower for life. Their friend’s purchase decision and endorsement on social media do not influence them either.
This consumer behavior has left the marketers confused. The reasons for such behavior have been attributed to Facebook’s algorithm of providing a highly personalized experience to its users.
But the truth is far from it.
To ‘Like’ and ‘not Like and ‘to Share’ and ‘not share’ is deeply embedded in our human nature.
We want to be autonomous, connected, have the freedom and competency to choose and express and at the same time be disconnected and be remote to the proceedings. There is an element of connection and disconnection to social media likes and to life as a whole.
Social media likes are influenced by feelings of general connection and disconnection to life
I happen to read an article from The Spectator recently. Which led to me ask this question.
Who is a misanthrope?
I was quite bewildered when I read that word in the article. I was scrambling to get the dictionary to look up for the meaning.
Well, to be honest, I am hearing the word for the first time in my life. Excuse me for I am a non-native English writer nor have any previous journalistic experience.