Skip to Content

Rallyverse Blog

Social is the Act of Discovery Stupid!

By , on July 5, 2016 at 3:58 pm

Social is the Act of Discovery Stupid!

People talk about “Social” being the new thing. That prior to the advent of Facebook, Twitter, Instagram and Snapchat people have never before connected like this. Obviously, some of this is just hype, but it does reflect a bias in how we view new technologies. The reality is that we humans are very social creatures, always have been. We are also very curious creatures, always have been. We crave and desire interaction with others — mostly to discover new things and also for praise and reinforcement.

That is, it turns out that this Social thing has been going on a long time, just at a slower pace than what we’re used to today. Technology has just helped speed up sharing and communicating quite a bit.

This story may date me a bit but growing up my sister had to have a CB. (For those who are curious about this relic from the pre-Industrial age, see here; fun trivia: the “CB” stands for “Citizens’ Band.”) She would get on that thing and meet people, chat with truckers, policemen, complete strangers. She did it to connect, to belong and to help others belong. She also was obsessed with a proto-social-networking feature from Ma Bell called the “Party Line.” It was she could get on the blower with about 15 of her closest friends and talk all night.  sharing information and connecting with friends. My dad didn’t like that.

Skip forward a few decades and enter the internet. What was one of the first services invented and used? The bulletin board. Starting to see a pattern? Ok, how about all the listservs, groups and communities? The explosion of web mail providers? And then the explosion of instant-messaging platforms? People want to connect with others, they want to share information and ideas, and they’ll use whatever tools are available to them to do that.

It is in our human nature to connect and share with other humans. At the root of that need is the desire for belonging and the need for connection and affirmation from others.  When you look at Maslow’s hierarchy of needs, it is obvious that “Social” is extremely important — it covers two of the five levels, Belonging and Esteem. At the core of Belonging and Esteem, we as humans are looking for people like us, we are looking for people that share our interests, our opinions, our fears. Social media allows you to discover those people, those groups and their opinions and sources. And it is the Act of Discovery within social that makes it so powerful a tool. This social media thing isn’t going away. Anything that is so connected to how we are wired as human beings is here for the long haul.

If you don’t have your own version of Rallyverse, go and get it now! Tell them I sent you.

Tags: , , , ,

Categories: Industry News, Research