Last week, Steve Rubel – Edelman’s EVP for Global Strategy and Insights – posted about an interesting concept that he calls the “validation era.” According to Rubel, we are witness the dawn of “a new age of intimacy.”
He says:
“In the Validation Era, intimacy is in and publicness may be out – or at least on the decline. Quality is the new black. What this means that both individuals and businesses will need to increasingly work harder to earn their way in and remain in our stakeholders’ circle of trust.”
He brings up an interesting point, and these are really important qualities to have. But I don’t think the need for validation is unique to this era. My feeling is that we’re in the “validation era” because we’ve always been in a validation era.
The demand for quality and trust is key because people are tired of being “played” in an online communication environment. Quality has always been a need in the online environment, and those that have followed that rule have been met with great success. Those that haven’t done so well have forever been “called out” by those that are victims of their insincere, unsmart and bad pitches.
In fact, I’d argue that online communication actually started out of the need for trust and intimacy. It’s always been that need that actually started some of the most important social media gears to spin. When the first bloggers started writing on outlets like OpenDiary and LiveJournal, we wanted share ideas and emotions, reach out and talk to others with like minds, and have our thoughts vailidated. Today, that continues when friends discuss their lives on Facebook. We’ve always craved validation – that’s why we reach out in the first place.
However, regarding the idea of burnout leading to the need for more intimacy, Rubel makes some good points:
“Consider that according to a study conducted by GoodMobilePhones, people don’t know 20 percent of their Facebook friends. Or that USA Today recently reported that social media users are ‘grappling with overload.’”
I think what this era is – as Rubel does point out – is one of fatigue. But those are the effects of when people extend themselves too much and make their networks too large. I expect that as time goes on, many will “trim the fat” on these networks, but only to enhance the relationships with people that they care about.
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