It is a fallacy to suggest social networking is about networking, opines Jeff Hurt. Identity comes first, relationship building second, and networking with the community third.
Social networking sites are social identity sites.
When people like a page on Facebook, answer something on Quora, recommend someone on LinkedIn or tweet something on Twitter, they do those things not because of community but because of their identity.
“I love ____________ (insert brand name here),” says something about us. It establishes our identity. We say we love something because it ultimately says something about our self. We don’t do it just to say something about the company. It is about us.
Scroll to the bottom of this page and tell your Facebook friends or LinkedIn connections that you like what Jeff has to say.
Or, don’t share anything at all.
The choice is yours as you brand your identity to the world.
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{ 10 comments… read them below or add one }
July 11, 2011 at 2:03 PM
I almost completely agree, because most brands are lifestyle brands.
We are living in the lap of luxury compared to life in many parts of the world.
But if it was a water pump that could be put together for $5.00 and would save lives, then maybe something more urgent, pressing, and worthy would be at play.
July 11, 2011 at 5:17 PM
That’s pretty insightful, and on point. I never actually thought of it that way, but now that I have it really makes sense. Hm, I wonder just what the pages I’ve liked on Facebook tell about me, haha.
I guess what you have suggested was true. Identity must really come first. It made me wonder why people love facebook? Is it because they want to be connected to others? Or they want, at the very first place to introduce their selves to the community?
One person’s treasure is another’s junk so why does it matter why other people like something?
Strangely, I persist in thinking social media/networking is about being social. The more fool me.
Then again, pretty much all I do these days is follow my github stream and hang out on an irc channel once in a while.
I might remove backlinking from my main blog comments as well. That would cut down on the spam a lot.
Are you calling yourself strange?
Yep I agree with that. People join social media sites to express themselves and connect with others. They showcase their identity, not only of who they are, but who they want to be.
I totally agree with you. In social networking you do market yourself (sometimes shamelessly if I may say so). You are trying to tell the world that you are not alone and that you have friends all over and then you focus on networking in the hopes that other people will also notice you. In this day age, everybody wants to be acknowledged or be known even if it is just worth 15 minutes of fame and in social networking your name is the brand that people should know about.
This is so true, think about it.
When you “manage” (for lack of a better term) your facebook profile you pick which images and photos to share with others. Its like a brand you show people the side you want them to see, some people like to have every photo with them out at a party, some people like to have one single profile picture of them in the office in formal clothing – people manage a brand when they manage their facebook (and other social) profiles.
July 12, 2011 at 10:28 PM
Hey there, Ari.
It’s been a while. But, when I do come back, I always find value in what you offer. I agree with you that somehow social networking sites is all about identity first. I believe no one would like your Facebook page at all if nobody knows you or the brand that you represent. Most business people or bloggers who register with these sites do so because they want to be known more. Although networking and connecting are part of the equation, they are not probably the first reason for signing up.
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