Social networks offer great potential for connecting individuals with common interests. But it is not clear that they will contribute to the quality of the information communicated. Twitter has already been accused of facilitating the exchange of vast quantities of trivial non-consequential messages. The profiles shown on social networks may be, or become, similarly loaded with illusions and trivia. And the popularity of one network over another may not in itself be an indication of quality.

The majority is rarely a good guide to media quality or veracity. The speedy spread of false rumours, calimony and propaganda go hand in hand with the rejection of science based knowledge, the propagation of fanaticism, and religious bigotry. The risk is that the expression of these weaknesses in human nature will overtake the virtues in the absence of editorial boards and trained experts reviewing the quality of the information posted. Yet the importance of a social networks for circumventing illegitimate authority can also be considered, in the right circumstances, as its greatest strength, as for example in Iran or when used by socially valuable whistle blowers.

There is, however, a need to recognise that social networks and the games environments combined with the use of avatars increasingly permit individuals to create a virtual identity and experience a virtual reality that has little to do with their real personalities, their work, or their real life. Social websites provide another and possibly more intense way for individuals to avoid facing up to the social and economic consequences of their own choices.

One thing is certain; henceforth we operate in a structurally different social environment. Communication across the planet, open access to vast quantities of information, much of it hopelessly useless, uninformed, and manipulative are changing the nature of the world we see and experience. Our perceptions of the world are changed by the nature of the media available, and we are confronting a juggernaut of exposure to self-described individuals. Self-serving individual or brand descriptions may or may not improve the human being and/or his society. That is, in itself an interesting question.

Unless individuals can be induced to be sufficiently informed, sceptical, and cynical, their views, tastes, and the expression of their personalities will be unduly influenced by self proclaimed prophets and those who seek not to inform but to manipulate.

Unfortunately individuals, advertisers, and propagandists have one thing in common. They seek the means and information that Social Networks offer to enhance their ability to influence others. They are rarely interested in propagating the whole truth, rather they seek to manipulate. And Social Networks may well, on balance, strengthen the hand of the ill-informed and manipulative rather than the considered expert or honest. Nor is it clear that Social Media favour rational argument over emotive prejudice. Social Media are shaping our experience and perception of self and our perceived environment, whether for good or ill remains to be seen. Our only protection against the effects of Social Media is an enquiring mind backed by scientific scepticism. Fortunately the rise of Social Media has also led to the diminished influence of some of the worst sources of misinformation, just as it has also strengthened others. Let us be optimistic. The struggle with and within Social Media is a prolongation of the age old struggle between good and evil, education and ignorance, rationality and prejudice.

Very thorough post on this subject. I think there will continue to be a see-saw effect of users having more ability to customisation vs operability/usability. Purely because the social space and these platforms are literally evolving before our very eyes, and there is no sign of this slowing for the near future.

The interconnectedness you speak of will only continue to expand due to high demand from users, and with that comes the two sides of the coin you blog about. I think what will always be important though, is to have the ability to personalise your social media profile (whichever platform that may be) as this is what differentiates these websites from traditional online marketing i.e. the addition of the “human element” whether that be for a multinational brand or individual consultant offering services – social media demands engagement, community and a sense of “personal”.

Whilst the customisation allows images or logos supporting this, I still think your content will be how you truly convey your individual approach and get across the message of your personality. The human element is not only sought through how you are perceived visually, but if you can connect emotionally too.

Keep up the brilliant writing

Jo
@brandguardian