As part of Social Media Week 2015, Adoreboard was courted to provide a blog post on why the Connected Class (a global class of people who have access to the internet) will grow at a humongous rate in the near future.
Specifically, the phrase ‘Connected Class’ emanated from the Social Media Week 2014. The author, Toby Daniels, designated that the Connected Class have Access, Connectivity and Digital Literacy toward the internet. As this class will ultimately grow in size to incorporate the majority of humanity, companies will have to augment their communication products and services.
A mixture of reasons to explain why the connected class will become the new global identity includes both hard-wired human nature and current communication trends. Listed below are several reasons why the connected class will grow exponentially.
Humans have always been ready to communicate across the internet. Since our ancient past we have been endowed with the ability to communicate frequently using any and all mediums possible. In addition, consistent and nuanced communication was essential for survival against predators and rival tribes, evolving its abilities.
The rise is also happening at the current moment. The utility of communication products like Whatsapp, Snapchat and Periscope has already been demonstrated, allowing their future rivals to be spawned. This also reflects a shift away from controlled and filtered products (Instagram) through to more natural and authentic products (Meerkat).
The rise of a Digital Social Identity will also help. A person’s social identity is the segment of their personality which is influenced by the social sources and processes around them. As a digital presence is part of the connected class’ social identity, people will acquire a digital presence to acquire a 21st century social identity.
Emotions are also key. Emotions have evolved to guide almost every single human behaviour. It’s clear that to have emotions is to have life. Any activity which facilitates emotional expression between humans will spread as a result of our instinctive drive to respond to emotions.
Finally, upgrading humanity will help. More and more emphasis will be given to improving humanity’s lot during the 21st century. The adoption of the Sustainable Development Goals last year will set the onus on improving every human on the planet. If they join the connected class, they will be able to join and benefit from a global infrastructure designed to help them.
In terms of how this relates to the next generation of social marketers; for companies to soak up future members of the connected class, they will have to move the vast majority of their content and services online. Furthermore, if companies create or want to create communicative content, they must ensure that the content is authentic.
Overall, the hard-wired human nature and current communication trends that have been described will make it possible for everyone to join the Connected Class in the near future. Social marketing, brand and advertising executives need to have authentic communication products and services ready for that day.
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