The two forces among us.
One is a social media culture enabled by the Internet to span the globe, cross all oceans, and reach nearly 20% of the population of the Earth. Wow.
The other is much older, much larger, and far more powerful. It is a social media culture that spans the neighborhood, unites communities, and organizes society. This one reaches 100 percent of the people on Earth. Now, this too is being enabled by the Internet. Super Wow.
Think globally act locally…or is it think locally and act globally?
Global Social and Local Social each have a different focus, different vetting mechanisms, different advantages and often disadvantages. Each has different rules of engagement, different social expectations, and different long term / short term memory standards. Each has a different cadence, stress valves, and damage control systems. The more you look at them, the more different they are. Social Arbitrage is the new game in town.
They will diverge, then converge.
Neither can be in focus at the same time – they can only be contrasted. Seeing the forest and the trees together effectively encrypts all data, causes misinterpretation of important features, and obscures causation. Ironically, clarity is most often achieved by old school face-to-face encounters. That’s never been a secret.
The risk of collision:
As Jeremiah Owyang demonstrates in this article, both parties and the medium take a hit when the clash occurs. Local concerns impact the global brand when the global brand impacts local concerns. We are only now seeing the leverage that local social delivers against Global Social – even when the local assault is driven by another Global entity! The knee jerk reaction is to pull away from the social grid. David Meerman Scott says to start the .ORG engine as soon as possible. Jeremiah further warns don’t get punk’d. It’s getting rough out there.
Money happens because people happen, not the other way around
The great opportunity for the all modes of transportation, tourism, recreation, entertainment, lodging, and every “experience enterprise” from conferences to arbitration and education is to provide the fabric for Global Social to integrate with Local Social. The “face-to-face” segment can and should be a huge value generation mechanism.
Value is stored, shared, and exchanged by people in close proximity to each other and therefore a great amount of value can be created through the facilitation of strategic face-to-face encounters. As simple as this may sound, nobody else is doing it because nobody else can.