HOW SOCIAL WILL CHANGE SOCIETY: Social media is, and will continue to, alter the very building blocks of society: its habits, its laws and its evolution. The world will have a love-hate relationship with social, attracted by the addictive lures of connnection and convenience but repelled by its intrusions into privacy and its heady spin on reality. Here are a few predictions - do add to the list. Id welcome your insights. 1. Social will become an indispensable extension of the self. Ourselfies are here to stay. 2. Social (not governments) will document our lives…we (and our friends/family) will create, and protect, digital footprints of our lives from birth to death. Digital identity will replace paper identity, making it much easier for governments (and criminals) to track and control our lives. 3. Social Currency: Consumers will become hyper-aware of the value of personal data and will focus on privacy and control/ownership of private information. 4. Social will empower ordinary people to redefine capitalism: ownership, production, consumption – there will be innovation around collaborative capitalism leading to more companies like airbnb, lyft, kickstarter etc. This disruption in online and offline industries will lead to great debate around how to fairly share the spoils of the new economies. 5. Laws will be created to govern ownership and inheritance of social identities. 6. Increasingly stringent laws and social mores will be created to control social behavior and misbehavior. 7. Social will drive all commerce, not just ecommerce: Today, 90% trust word of mouth; 15% trust brand advertising. This is unlikely to change. 8. Businesses will follow the lead of consumers to get their social identities just right. They will realize that theyll have to Get Social or Get Lost, and they will shift their marketing spends accordingly. 9. The world will connect via “defacto” portals like FB, LinkedIn and such portal power will be wielded ruthlessly to boost and harness social spend. Organic Reach is already a thing of the past. In the future, expect ruthless bidding for reach. 10. People will begin to engage in fiercely protected walled gardens (“sanctuaries” from sensory overload and public scrutiny) leading to parallel existences of public and private social personas. This echo chambering with other like-minded folks could lead to increasing polarization in beliefs and politics. 11. Terrorism will shift its focus from bombing buildings to hacking social gateways to gain control of our social selves and assets. 12.Trust will be the new holy grail…mystical, mythical, critical. For increasingly sophisticated social spin will be everywhere. Inescapably so.
Posted on: Mon, 29 Sep 2014 06:24:35 +0000
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