Clive Thompson’s latest article in the New York Times has caused many to consider the good and bad of the almost "incessant" contact and growing number of contacts that people now have online. The idea of "ambient awareness" (which they say is "very much like being physically near someone and picking up on his mood through the little things he does — body language, sighs, stray comments — out of the corner of your eye.") is making people who are active online more conscious of the decisions they make and what their goals and purpose for creating an online persona really are.

The Personal Touch

The idea that we can have a glimpse into others’ lives through Facebook, Twitter, blogs, and other means provides both a somewhat false sense of "knowing" another person (the parasocial effect) and the ability to create, develop and maintain current "real life" relationships.

(Image Credit: Student Doctor)

Most people who are active on social networks are generally more extroverted themselves. Or, online contact leads the more introverted to form a connection and familiarity with others that they might not have connected with before. This then translates into the real world as people organize planned or impromptu meet-ups and events.

Many who foray into the online world have developed an acute awareness of the image they are projecting online. As younger generations grow up, they are continually toeing the line of appropriateness as related to the potential eyes of future jobs, relationships, and general maintenance of their persona online. People certainly have control over what they share online, and what image that projects. The Internet provides a cache of information that will most likely exist far beyond your lifespan, which is both good and bad.

One of the most interesting things about this boom in online contact is the affect it has when tragedy strikes. Another article in the New York Times gives reflection to 9/11 and the closeness that many people felt to one another. People seemed to reach out rather than withdraw.

Maybe such closeness thrived partly because of what now might seem like deficiencies in technology. In retrospect, this was the last time a significant number of people didn’t own cellphones. The Internet seemed primitive: blogs were in their infancy, social networking sites were still to come, nobody Twittered. You had to make an effort to connect, and people made the effort.

So what does that mean today? People can be connected even more in times of crisis. Your cell phone may not work to call a loved one, but you may be able to access a number of social networks to get a message out that you’re safe. The ability to stay in contact and stay informed is greatly increased when social networks come into play, even if it’s not through "official" channels.

This is not to say that online contact should replace real human contact (especially in troubled times), but rather it can help to boost relationships and serve as an alternative method, perhaps even as a call to action for others for additional support.

(Picture Credit: Now Sourcing)

The Corporate Touch

Amanda Rooney at Adrants also points out the customer service and branding aspect to this constant online contact. In essence, we’re going back to the "fundamentals of building relationships" by following and engaging customers.

For brands, there’s never been a time or technology that allowed the needs, wants and lives of its stakeholders to be grasped on such an intimate level. Through the mundane "what I’m having for lunch today" updates, surface invaluable anecdotes and feedback that can inform a brand’s decisions better than any traditional target profile.

More and more companies are being noted not only for using blogs to connect with their customers, but Twitter. Many people have discussed the benefits (and potential pitfalls) to engaging customers online in a two-way discussion, gathering feedback, establishing their brand, or building their reputation. Some companies are going beyond blogs and Twitter to incorporate video, social networks, and much more. The only problem for some is the time commitment involved in being active and limitations to how many people you can connect with on Facebook or Twitter.

What’s Your Touch?

We all have limits to social media interaction.

Sure enough, psychological studies have confirmed that human groupings naturally tail off at around 150 people: the “Dunbar number,” as it is known.

Some users thrive on it, while others prefer to keep it close and only allow existing relationships. Social networks are used to keep in touch with family, find lost friends, or maintain your corporate brand and image. Not everyone has to participate, and true relationships are built offline with face-to-face communication. But in a world where we are so busy and often feel isolated by hours in front of a computer and endless travel, it’s somewhat comforting to know that human interaction is a mere click away.