For brands, it’s all about more engagement – but that means more than just cultivating social media likes. Source: Getty Images
By Alex Friedman
Since my time at Boston University—back when Facebook was still in its infancy—the world has spun uncontrollably into the vortex of our portable devices. They are, after all, the gateways to our thoughts, our exchanges, our friendships, and our digital libraries. We are seemingly unable to function without the familiar feel of a phone in our pocket—its comfort carefully tucked away yet always within reach, buzzing with waiting likes and messages. We feel engaged, but we’ve never been less so.
With access always at our fingertips, we tend to overlook just how quickly society transforms our definition of engagement and connection. We hurl ourselves toward the new, forgetting how enamored we were just moments ago. Remember Friendster? Myspace? How about AIM? All have gone the way of the dinosaurs. What about something more recent like Periscope or Foursquare? Inevitably, we chase the new so quickly that we don’t take the time to understand why it matters orwhy we want it. We don’t fully understand what it means.