Social Maturation: Searching for Meaning, not Information

28 Jul

When you stop for a minute to think about the speed technology has advanced in the past 10 years it is pretty mind-blowing. We now live in a world where access to any news or content from any corner of the world is only a few clicks away. Our personal footprints (offline as well as online) are open for many to see. Where before privacy was preached from the heavens is now seldom practice …thinking about it, it is actually rather terrifying!

By being hyper-connected online 24/7 we run the risk of neglecting the most important connection of them all. Ourselves. The Atlantic published a brilliant article, Is Google Making Us Stupid?, which suggests Google (and the internet) hasn’t just redesigned the way we search for information but is also remapping our neural circuitry and reprogramming the memory for how we digest it too. This was written four years ago – Social connectivity only looks to amplify these concerns.

It is this realisation for disconnect which is beginning to show its mark in the digital world. Most notably of late was Zynga’s purchase of OMGPOP / Draw Something for $180m, a deal that Zynga hoped would see them own 100% of the hottest app on the market – one that could even rival Angry Bird. If the rise to success was fast its fall came faster and harder as DAU’s dropped like flies. Why did this happen? My personal opinion is personal commitment. A curiosity to check out what all the fuss was about, but like many other apps and platforms lacks real value to warrant continued use.

Simply put, people are not moving as fast as the technology that serves them. We need to be creating communications activity that understands the tools one is comfortable using within their current ways of working. Digital and Social ideas should be there to compliment and enhance a person’s life and experiences, not be a burden. Then, and only then, will we be able to create truly meaningful campaigns which knows when to connect and when to disconnect. Welcome to an era where we search for meaning, not information.


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