Monday, 28 February 2011

Benevolence or Trust? What is the central point of the #socialmedia "EGOsystem?

Forrester's Social Technographics, if you're not already familiar with them, they are an interesting way of categorising online/social web behaviour: how people act online. The categories aren't exclusive and people may sit across several levels, creators of content can also be critics and conversationalists, as well as just spectators. Their behaviour probably depends on their mood and the content being consumed at any given time. I use them as part of the social engagement workshop I run for econsultancy, but they only form one small part. Getting to grips with the "why" people behave in a certain way is much more interesting and potentially more valuable.
So, I was very interested to read Brian Solis' recent post about discovering the "me" in Social Media. This looks at the drivers behind motivation and behavioural characteristics. I'd recommend, if you have time, to take a read of the article, as I'd be very interested in hearing what people think about it. My initial instinct and subsequent opinion is, why benevolence at the centre? Isn't benevolence a biased emotion which manifests itself after a prior set of thoughts and opinions have been formed? Personally, I'd place "trust" at the centre, from which springs positive and negative emotions and subsequent behaviours. Maybe that is the substance of a future post.
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