The appearance of mobile phones into our lives has started to blur the lines between what is private and what is public at an alarming rate
Just for an example look at what youngsters are doing on Facebook. I am assuming that most people who are on Facebook are attitudinally young. It has become a complete ecosystem where the youngsters do far more than just status updates. From events to places visited to playing games to endless chatting, youngsters keep finding newer ways of interacting and connecting.
If that was all, then it should not have been an issue. The real issue is the amount of private moments, desires and emotions that are posted on online spaces for the whole world to see. There is no dearth of moments people are posting: honeymoon pictures (always private), private parties (not open to all), and even family reunions (is everyone on one’s friends list interested?)
So how is this blurring of public private space going to affect the world of branding? And why should the world of branding be even interested? Well there is are two issues credibility and authenticity that we will have to battle.
Social media has always been seen as a more influential medium than conventional communication channels. Opinions and conversations posted on Social Networking sites are more trusted and valued. I am not sure in coming days this will remain as sacrosanct as it is portrayed today. Will you trust the comments from a group of ‘friends’ who in your opinion have been more open than others?
The second issue is of authenticity. Brands always want to build authenticity in their DNA. Part of building authenticity involves keeping things private, hidden, secret. Will this new all baring, all sharing audience respect this attitude from brands? Will the brands be eventually forced to abolish the line between private and public that they have held sacred become a liability? As always, maybe the emerging reality will lie somewhere in between!
Just for an example look at what youngsters are doing on Facebook. I am assuming that most people who are on Facebook are attitudinally young. It has become a complete ecosystem where the youngsters do far more than just status updates. From events to places visited to playing games to endless chatting, youngsters keep finding newer ways of interacting and connecting.
If that was all, then it should not have been an issue. The real issue is the amount of private moments, desires and emotions that are posted on online spaces for the whole world to see. There is no dearth of moments people are posting: honeymoon pictures (always private), private parties (not open to all), and even family reunions (is everyone on one’s friends list interested?)
So how is this blurring of public private space going to affect the world of branding? And why should the world of branding be even interested? Well there is are two issues credibility and authenticity that we will have to battle.
Social media has always been seen as a more influential medium than conventional communication channels. Opinions and conversations posted on Social Networking sites are more trusted and valued. I am not sure in coming days this will remain as sacrosanct as it is portrayed today. Will you trust the comments from a group of ‘friends’ who in your opinion have been more open than others?
The second issue is of authenticity. Brands always want to build authenticity in their DNA. Part of building authenticity involves keeping things private, hidden, secret. Will this new all baring, all sharing audience respect this attitude from brands? Will the brands be eventually forced to abolish the line between private and public that they have held sacred become a liability? As always, maybe the emerging reality will lie somewhere in between!
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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