Until quite recently the number of friends you had on Facebook really mattered. Friendship was a numbers game and anything less than a hundred confirmed you were of a lowly social status and resoundingly unpopular. In order to seem normal then tagged pictures of you drinking Mojitos with friends were vitally important.
Going to a house warming party must be a public event or otherwise people will think you’re loser that never goes out. Friends are social points and likewise so are the stock greetings you receive on your birthday, which are especially poignant coming from the friends you unsubscribed from three years ago.
In bars and clubs people exchange Facebook details as a user friendly alternative to calling someone. With a new media landscape comes a new set of rules and social etiquette now involves protecting your internet history. Adding a date on Facebook is a potentially ruinous move. Sexy pictures of former partners, neurotic status updates and flirty comments will be revealed to a virgin pair of eyes.
Becoming friends online will inevitably ensure you go too far, too fast and if things do go awry you will be a humiliating click away from the recycle bin. A six month probation period is essential before you can even consider adding a new partner on Facebook.
Since people are growing sick of sharing their most intimate thoughts with idiots they never liked in the first place. Private circles are now becoming increasingly attractive. On realising that you don’t want Jakers, Spanner and the pregnant girl from school following you anymore – social media is gradually becoming more nuanced and exclusive. Rules are therefore required.
With Facebook becoming increasingly unpopular, alternative forms of social networking are slowly taking its place. Agenda setting and forming part of the national conversation, Twitter first began as a smug past time for media savvy professionals in London but has now opened up to the public at large.
Dangerously addictive social media has rewired our brains to such an extent that nearly everyone is now prone to shocking displays of mental promiscuity. Books lie unfinished and articles remain half-read, as the mind diverts towards refreshing a laptop instead. However, as our brains are being rewired to suit the net, the rules of engagement are still being defined.
Self -publicists on Twitter ‘retweet’ praise about themselves and this involves resending a comment to your own band of followers. This a massive faux pax in the social media world. Already such behaviour is frowned upon in dinner parties and gastro pubs as incredibly annoying. Therefore let others retweet praise about you rather than be defined by your own slovenly antics.
It is also important to remember that no one outside of your social circle has any interest in what you have to say. Like the gold rush of the Wild West, the people who made the real money were those selling the spades, not the poor souls digging in the wilderness. Twitter has thus become a narcissistic ponzi scheme full of link exchanges and diversions that people rarely (if ever) pay any attention too.
Social networking remains an illusionary stage and while it may lack authenticity it certainly has transformed almost every aspect of our daily lives. With old media rendered obsolete, breaking news is no longer announced on the BBC or Sky News but on Twitter instead. Falling behind the curve is particularly embarrassing online – like when people tweeted about the death of Amy Winehouse three hours after it went viral in Uzbekistan.
Again like retweeting praise about yourself, announcing old news as an OMG exclusive is not good practice and with over 300 million users worldwide there are plenty of news channels to choose from. If failing to keep up with a modern news cycle is understandable then tweeting #RIP tributes to dead celebrities is certainly avoidable. Empty tributes to movie stars, actresses, sportsmen you had previously shown no interest in won’t reflect well on your brand.
A new social contract is slowly being formed and shedding a few dimwits from the friends list and refining your manners will benefit everyone in the future. Our generation ability to shape and control the rules of engagement is an essential learning process for mankind, as social media will have a huge impact on our future relationships, friendships and personal integrity too. Something that will prove essential when brand building narcissists discover they are nothing but mere noodles on a graph.