Mike Arauz is a strategist at What's So Special About Internet Friendship?
Although the internet has stretched the boundaries and qualifications of friendship, the possibilities it's created are much more exciting than the traditions it may have ended.
Back in 2003-ish, inspired partly by the popularity and novelty of Friendster(!), I created this flyer and posted hundreds of copies all over the Lower East Side of Manhattan.
(click to download PDF)
This is what friendship is supposed to be about, right? Moral support? Back-getting? And "Being there when it really counts?"
I was reminded of this when I read Julia's post about what she should do with her Facebook friends.
Email, blogs, social network sites, YouTube, Flickr, Twitter, have all conspired to challenge our previously established idea of what it means to be a friend. This is a perennial discussion, but it's as interesting and relevant now as it ever has been.
There are two key aspects of friendship that have been altered by digital technology: the number of relationships you can maintain, and the intimacy of those relationships. Before the internet came along, both of these aspects were limited by time and space. You could make lots of friends, but only up to a point. Even if you became friends with lots of people, you could never make all of those people feel like the friendship was close. Only a small subset of the people could feel like they were your close friend.
Digital technology has shattered those limitations. People can now maintain huge numbers of relationships and also give each of those people a sense of intimacy in the relationship.
In the dominant digital social environments, i.e. blogs, Facebook, YouTube, even Twitter (much less popular, I know), we've learned how to broadcast the answer to the friendly question, "How are you?" Caring about the answer to this simple question is the basis of every friendship. And now we've created ways for us to continually update as many people as are willing to listen, cultivating an increasingly substantive relationship with each of those people.
Over time, these people naturally begin to feel invested in our well-being. This is what's so strange and new about online relationships.
We are social creatures. It's basic human instinct to care about others, and to want to be liked. If you're willing to share what you're thinking and caring about consistently and publicly then you can earn the attention and affection of an invested audience.
This is the nature of online celebrity. Before the internet came along, the people who rushed out to buy someone's book or new album used to just be fans. But, now if they read that author's blog every day or follow that musician's Twitter messages about recording the album, they feel more like friends.
This is the opportunity that excites me as someone who spends my time trying to figure out how to inspire meaningful connections between individuals and brands.
Digital technology has enabled us to create fans who feel like friends.
Back in 2003-ish, inspired partly by the popularity and novelty of Friendster(!), I created this flyer and posted hundreds of copies all over the Lower East Side of Manhattan.
This is what friendship is supposed to be about, right? Moral support? Back-getting? And "Being there when it really counts?"
I was reminded of this when I read Julia's post about what she should do with her Facebook friends.
Email, blogs, social network sites, YouTube, Flickr, Twitter, have all conspired to challenge our previously established idea of what it means to be a friend. This is a perennial discussion, but it's as interesting and relevant now as it ever has been.
There are two key aspects of friendship that have been altered by digital technology: the number of relationships you can maintain, and the intimacy of those relationships. Before the internet came along, both of these aspects were limited by time and space. You could make lots of friends, but only up to a point. Even if you became friends with lots of people, you could never make all of those people feel like the friendship was close. Only a small subset of the people could feel like they were your close friend.
Digital technology has shattered those limitations. People can now maintain huge numbers of relationships and also give each of those people a sense of intimacy in the relationship.
In the dominant digital social environments, i.e. blogs, Facebook, YouTube, even Twitter (much less popular, I know), we've learned how to broadcast the answer to the friendly question, "How are you?" Caring about the answer to this simple question is the basis of every friendship. And now we've created ways for us to continually update as many people as are willing to listen, cultivating an increasingly substantive relationship with each of those people.
Over time, these people naturally begin to feel invested in our well-being. This is what's so strange and new about online relationships.
We are social creatures. It's basic human instinct to care about others, and to want to be liked. If you're willing to share what you're thinking and caring about consistently and publicly then you can earn the attention and affection of an invested audience.
This is the nature of online celebrity. Before the internet came along, the people who rushed out to buy someone's book or new album used to just be fans. But, now if they read that author's blog every day or follow that musician's Twitter messages about recording the album, they feel more like friends.
This is the opportunity that excites me as someone who spends my time trying to figure out how to inspire meaningful connections between individuals and brands.
Digital technology has enabled us to create fans who feel like friends.
Tuesday, April 7, 2009
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