SOCIAL MEDIA HAS CHANGED EVERYTHING.
Everything humans make, they now make to share. When we visit our timelines, we meet new people, see new places, and come face to face with new ideas. Through his revolutionary concept of EVERYTHING IS SOCIAL™, social media industry pioneer Martin Stoll explores how our shared world is changing the way we talk, travel, learn, decide, and buy.
WHAT DOES EVERYTHING IS SOCIAL™ MEAN?
Who you vote for. Where you go on vacation. Who you marry. What you eat. Which television shows you watch. Who you keep in touch with. Where you live. What you do for a living. For the connected world, these personal choices have become social decisions.
When making life’s biggest leaps, you research, read, react, and reveal everything on social media. From dating apps to presidential debates, social media has become the home of our most important moments and the validation of our happiest times. In the end, many of us ask, has something even really happened if you haven’t posted a photo of it on a social network? This connection across generations and borders, facilitated by new technology, has brought people together in a way that would have seemed impossible just a decade ago.
This new era officially began in September 2006 with Facebook’s introduction of the News Feed. Prior to this feature’s debut, users would see their own page when they logged in, and needed to navigate to other users’ pages to view posted content. WIth the News Feed, this content from friends and family would now be pushed to them first, in a format and order of Facebook’s choosing. Posting to Facebook was no longer about expressing yourself; now it was about impressing everyone else. Users objected to the new feature at first—surely this was some violation of their privacy? Nevermind that Facebook was simply aggregating content already posted to the service. However, objections to the loss of control over their own posts soon fell to delight over how easily they could see what everyone else had posted. Everything you did became part of a giant conversation; everything, Facebook insisted, would be social.
For the most part, this augmented reality has become accepted as the new normal. Those that flee social’s flood of conversations exist as isolated holdouts in a digital world. For the billions that use Facebook, Twitter, Snapchat, and Instagram, life happens so they can share. Every choice they make, they consider how their social networks will react when they post the perfectly posed photo updates about it. Time passes on two levels now—IRL (in real life) and on the social timeline—and it is the latter which takes precedence at those important moments of love and success; heartbreak and setback.
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