"Social Networking". Its one of those buzz words that's cropped up in the last couple of years and permeates conversation and news stories. Apparently it will allow anyone to connect with everyone online. We'll all be uber in touch, informed and happy. Bluebirds will sing. Flowers will bloom. At least if you are in marketing and trying to find a new way to take advantage of us...er "reach us with compelling offers tailored specifically to our demographic and interests."
Don't get me wrong. I understand the concept. Use snazzy (or in the case of MySpace, hideously ugly) websites to reconnect with people and keep up to date on their happenings and whatnot. Sites, in turn, sell very specific populations to advertisers chock full of profile data. (Facebook apparently noticed I'm engaged and shows me nothing but wedding vendor spam - yay!) The sites stay free, the ad-machine is happy...everyone wins. Whether we're talking about MySpace for purely social "social networking" or LinkedIn for business-style; that's the basic idea as I see it. You can share your latest vacation with friends or solicit ex-colleagues for recommendations on newly opened positions. Since you know them in person, theoretically they are more interested in both scenarios. Theoretically being the operative word there.
After countless hours split between MySpace, Facebook and LinkedIn I can tell you an awful lot about the people I know. And some about people I don't know that well. But looking over the things I've learned here's what I don't get - does anyone really care about this stuff? Is it useful for my middle school friend to know that I had a toothache yesterday? Do I need to know that my boss from three jobs ago is now a "Customer Relations Specialist at Denny's? (Maybe, actually) I mean...I get the point but the execution I've seen thus far is just...off.
The voyeur in me is entertained. Its fun to know your ex-boyfriend has three kids with as many women and that your high school rival is fat and working at McDonald's. Still. But really, am I getting anything useful out of the hours I spend looking at this stuff? I think not. If I really wanted to know what any of these people were doing...I mean if I really really cared, I would have made an effort. At some point in the last, I dunno, ten years I would have written or called. Instead I'm reconnecting with people either to mock them endlessly and feel better about myself or because its so damn convenient that there's really no reason not click the "Add" button. Its just another way to feed everyone's Internet Connectivity Addiction. The sun...it buuuuuuurns!
And on top of that, the advertising - no matter how targeted - is hitting me at a point where I'm not looking for anything specific. I'm trying to kill time, raise my own self esteem, or vent about my bad day. I couldn't care less that Wedding Cake Supplier X is having a sale or that Male-Enhancement Drug #42 can be overnighted to me for free (one of the downsides of having an androgynous name). Does anyone else even look at this stuff? After a few visits to a specific site, my guess is that most people train their eyes to avoid the ad slots entirely. (No, I have no proof. I am no longer paid to figure that crap out.)
So can I actually justify spending time posting "Jamie just ate a pear - updated 1 minute ago" for the world to see and expect someone else was intrigued by this? And can websites continue to operate on the premise that I'll help keep them in business by soliciting their "partners" while doing so? Apparently. Despite all evidence of futility, I still spend time on these sites "just checking things out" and updating my own profile at least once a week. The current sites grow evermore popular, prepare for +1 billion dollar IPOs, and a new form of social networking launches probably once a week. But, even as I do "network" and sign up for the new "latest and greatest"...I can't help thinking to myself, "I just don't get it." At least I don't click on the ads. Those buzz word generating types aren't getting at least that much outta me, dangit!
We're back!
11 years ago
