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03.11.10 Making Your Brand Personal For Everyone  By Brian SolisAs we've learned time and time again, there is no "I" in team. Instead of focusing exclusively on "what's in it for me," we're encouraged to contribute to the greater collective of groups in order to accomplish wonderful things - those usually unattainable by any one person. Of course, this headline is a play on those words, but it also opens the door to an interesting conversation - one that explores a global network of connections weaved from both relations and relationships and bound through action and reaction. I recently asked aloud who's the me in social media as a way of escalating the discussion around the importance of what we do and say online and also what we don't do or say and how these seemingly innocuous deeds contribute to the establishment of our Web identity. Indeed, we cast digital shadows... However, with all we know about social media, we are ambivalent to its possibilities and its perils. Instead, we are seduced by the capacity to channel our inner-celebrity and as such, we're intoxicated by the responses and relationships we earn by willfully sharing in public what was once deemed and coveted as private. The allure of becoming Internet Famous is not necessarily the aspiration of those who engage in social networks, but it is something that manifests either intentionally or unintentionally, almost becoming our certification for tweeting, commenting, posting, and sharing. Perhaps one of the most fascinating observations that I've documented and something that continues to receive a significant focus of my attention, is the idea that through social media, we are creating a global society of digital extroverts, rich with individuals who are gaining confidence online and ultimately offline, by saying and sharing the very things that they might not have otherwise voiced in real life. It's almost a form of healthy self expression, combined with validation and a touch of self-actualization... I Tweet, therefore I am... I pay attention to the work of Dan Zarrella, a friend of mine who is also a social scientist of sorts. Most recently, I analyzed and shared his work in which he dissected the behavior and defining characteristics of retweets. His most recent study examines how social behavior affects relationships on Twitter and certain activities contribute to the state of those who follow us. Even though an "I" is absent from team, a "me" readily apparent. I believe that as social media evolves and matures, we need to focus less on the "me" in social media and more on the "we" in the social Web. Now we have the data to prove it... Zarrella drew a parallel connection between social language and followers. Using inclusive words such as "you" and "we" usually ties to a greater number of followers. Continue reading this article.
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EnterprisePersonalization
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