How Social Engagement is Changing

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You have the percentages for engagement : chatting vs creating - but no absolute numbers - have we started to talk more and create less - or are we just seeing a a larger number of people become engaged and a relatively little change in the # of creators? What are the changes in ratio year to year?

In the book I'm writing and also on http://socialmediabust.com I'm working on material that touches on this. It turns out that technology, by making some things easier, and somethings less easy, actually portrays values on those things. So, because it's easier to do links it has the effect of creating the illusion that linking is valuable. AND, by making something easier (like linking without reading) it legitmizes it. About 40% of links I follow lead to posts or material that has nothing at all to do with what was tweeted or even the title of the post. Clearly people aren't reading with comprehension, and again, it's because of the ease of linking without reading. Weird, eh?

Content mediocrity, more likely. THat's one reason we'll hit a point, a wall of change. Crap doesn't sustain indefinitely, and ultimately functionality and usefulness at addressing human concerns and problems wins out for a simple reason -- TIME. All the "sharing" is fun during a boom. It's novel and fresh. It's absolutely NOT sustainable as it is. There's precedent.

As things progress, I think we will go beyond the simplistic explanations of why people do what on social media. RIght now the level of explanation is primitive, and a term like "chatting" really doesn't do justice to what people actually do. I'm certain some of the chatting is going to fall off, and rather drastically. The biggest mistake business can make is assuming that the trends today are going to be those of six months from now, never mind two years from now. We are in the boom period right now, and there will be a serious bust period by about 2012 that will be both a result and an shaper of what people do. The chat with strangers stuff will be the major thing that changes.

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It does seem that more people are sharing information, and that there is more information to share. Knowing how to make your content easy to share and worth sharing is key. But as you say, sharing alone is pointless, its the conversations that really start the sales process, without those: No Ching Ching !

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I find it interesting that people are shocked to discover that human nature has survived on the World Wide Web? People are social animals and the social interaction made possible through newly developing Internet applications are fueling the growth of "chats" vs. "content" in a very predictable manner. The social networking communities referenced in this article are the vessels for the conversations, but the methods being developed to provide efficiencies that can be applied to monetize these online dialogues by marketers are extremely relevant for anyone seeking to commercialize this evolving media. Crashing the party with old school B2C methods won't work for the same reason that blatantly handing out your business cards at a party will lose you friends vs. gaining them. C2C methods are being matured by markleting platforms like ronsmap.com in the retail auto industry -- for example -- that infuse their messages in conversation with friends as an invited guest since everyone would like to have a friend in the car business. After all, what are friends for!

Ginger, glad you're using your powers for good ... working on fixing these now. Thx!

Rick, honestly, even though I've been in this industry for 10 years now, I would've never thought the amount of "main stream" sharing would be occurring. Agreed, it truly is an amazing time to be alive.

great infographic "it's" should be 'its"

Because you are using percentages the comparison is relative not absolute. I think it's important to point out that the number of bloggers creating content is most likely also increasing (not, at first sight of these charts, decreasing), but just not as fast as the chatting/sharing elements. The comment on increased female engagement is also worth further research, particularly in relation to the healthcare environment, where women are the majority of primary caregivers for children and elderly relatives.

In conversation today I noticed that key to appreciating the impact of social media is to approach it from the viewpoint of the whole space. It's no longer meaningful to evaluate platforms on their own. Each has to be appraised as an element in the suite. e.g. Not using say twitter because "it's only smalltalk" would be like being in the space of 'bicycle' and concluding saddles are nothing to get excited about because "all people do is sit on them." @dogdazed

Nice recap. Good visuals. Thanks! Tiny callout: You may want to do one more round of copy edit; you've got a few typos in there (stray colon after "vs," incorrect apostrophe in "its," and typo in "engagements"). Yes, I am a grammar freak; I try to use my power for good and not evil. Good stuff... Best of luck to you!

Hi Dan, this was so on target even my 20yr old son sent it to his dad. I think there maybe generational divide involved. As far as Facebook goes, its older generation connecting more with their past. The younger gens are because its all in one place. The chatting, email, and sharing. Again great post.

It is truly an amazing time to be alive and share our passions with the world. Who would have imagined that high tech would become so high touch and allow us such amazing opportunities for connection and growth in so many ways? I keep showing my business clients that there are endless possibilities !

Do you have any data (or links) that points to the growth of women on the internet? It's the first time I've heard of this. Let me know.

it's the growth of women on the internet. I bet if you looked how many girls were logging in 2007 and then in 2009, you'd see the growth in women correspond with social networking increases. Also, if you looked at the growth of iphone, laptops, and netbooks, you'd see the correlation as well because women are buying these.

No doubt about it, it is indeed changing! For sure. Jess www.true-privacy.es.tc

Louis, thanks for the comment. I checked w/ the team and it is Liking (ex: Like in Facebook). Hope that helps.

Nice graphic, but ... under the heading why is this happening .... It says ... More people are sharing, re-tweeting & liking content. Maybe LIKING is correct ... it's possible ... but should it be LINKING?? Just an ol' copy editor passing it along.

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Appreciated.

mbrewer - agreed, I have MANY friends that share content that way .. they just wire up an RSS and let it go. That's a very interesting perspective - be worth spending some time figuring this out ... let me think about it further.

Great summary. Thanks for the stats!

The new era of content democracy has come. People need to share thoughts, partcipate and collaborate. Great article.

Not sure if this point is relevant to the conversation but I feel compelled to share it. I wonder how much of the shared content is read by the person sharing...I know many of my Twitter friends who sign up to to content pushing sites and push out links that are relevant to their likes and the likes of their community. But, they never read the content themselves. Is that sharing just for the sake of associating one's name with the content or is there real value in that? As a result, I find myself reading less of what they share and more of what someone comments on when sharing - if that makes sense. Love the way you presented this information by the way - crazy cool

great - thx!

Yes, those are definitely informative circle graphics - Thx.

Convincing. More circles on this informative graphic http://is.gd/8YhMA via @Alyssa_Milano