PhD student Theresa Sauter, from the Queensland University of Technology, is examining how social-networking websites help people form their own identity.

“Social-networking sites, blogs, online discussion forums and online journals represent modern arenas for individuals to write themselves into being,” the Courier Mail quotes Sauter as saying.

“A lot of people see social networking as a new way for people to interact but I’m interested in examining it as a way to form an identity and understand ourselves,” she adds.

“The ancient Greek philosophers used a reflective notebook to write down what they had read and their thoughts on it,” she said.

Sauter’s comments and project strike at the heart of what is going on through social networking: humanity is becoming conscious of itself in a way never seen in prior history. Humans now have the opportunity to become aware together of one common thought on a global level, collectively. Through projects like Pepsi Refresh, users, working with brands, are voting their solutions into place. Cause-related marketing is a GIANT aspect of our present and future in social networks. GIVEO is a perfect example of the democratization of causes and giving.

On the individual level, we have networks within which to give and receive. Our status updates reveal us to our network. A fabulous result of the increasing transparency taking place IS the revealing of humanity’s spiritual and emotional eco-system. This spiritual and emotional eco-system is the same environment that has yielded all of our inventions through time. The chronicling of movement through status updates, tweets, vlogging, blog posts, and many other forms of online social communication, has reached the minutest of shades. Every single step of one’s life may be visualized and then re-mashed into a multitude of configurations.

One might ask, What is humanity up to right now? What does this all mean? Many old paradigms are in shambles, yet at the same time so many new channels have opened up that no-one seems to mind, at least in some communities. Concepts critical to the previous infrastructure have disappeared overnight, quickly replaced by fantastic new methods of relating to and communicating with one another, finding information and finding ourselves.

So what are we up to? In the face of economic (and thus personal) crisis, humans are circling together and seeing one another (in some cases for the first time). Virtual nations have been birthed within weeks, virtual economies have flowered within months, virtual relationship is a red-hot experience and commodity (and may become physical as quickly as you like with your favorite people).

What is humanity up to through social networks? Humanity is tapping into its greatest resource: It’s heart. What humanity decides to do with its heart, who to give it to, where to be, how to live, is the project of our current times — and this is happening from the individual (read: your Facebook profile OR cool new enterprises like Brandkarma) to the enterprise level.

It may sound funny, but to create a powerful brand of value and loyalty, you need to evoke true emotional affection! Whether your company is small, medium or large, it’s highly valuable to create a brand. It’s the immediate identity the market has of your company.  A good brand identity with a heart-felt customer affinity is like a currency — it translates into greater opportunity and success!

Create a Love for Your Business & Your Brand!

As part of your brand-building strategy, strive not only to be well liked, but to also be LOVED. Tap into the love of what you do and whom you serve… and focus on creating a company culture that people want to be a part of! (Think of the passion ‘Apple’ fans have…)

With decades of relationship marketing experience, I can say that to accomplish this, you need to develop your distinctive personality and true connective outreach in service of your customers. Build relationships with customers, support their real needs and desires while solving problems and generating enthusiasm.

Just as in life, customer relationships are the ‘ships’ that carry us through the roughest business waters.

Branding with relationship marketing goes beyond image. By it’s very essence, substance is more important than just an image. A false and disconnected image can only last so long. It has to ring true, especially with today’s customers who are more educated and discerning than ever.

I am happy to see in my research more advertising agencies and businesses starting to embrace the emotional, true connective nature of good, healthy marketing.  Kevin Roberts, Worldwide CEO of the advertising agency Saatchi & Saatchi recently created lovemarks.com, which highlights the connections and stories that people have around the world with various businesses and products. –Love the concept.

Energy in Motion is “E-MOTION”!!!!!

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