Without a doubt, the world is changing.  The universe is moving in directions and speaking from all different corners of the room.  People are talking again, computers are reading our minds and pens and paper are becoming obsolete.  Technology may be changing the world, but it’s the sociology of social media that is keeping us connected and keeping us moving.  Consider this – Egypt is in the process of a whole transformation because of the sociology of social media.  Groups are connecting and sharing concepts and ideas and changing the shape of the world and how we operate.  This is not the power of technology…it’s the sociology of social media and the power that it carries.  Social media is simply the technology.  The power is in the user. This is sometimes forgotten and overlooked. It can build amazing support and move you towards success, but it also has the power to alienate and move you in a totally different direction.  There is a balance and the business world is just beginning to understand this.  With great power comes great responsibility.

Social Media like Twitter, Facebook, YouTube, blogs and more have brought a new dimension to the table and a new opportunity for any company. You can pay all the money in your marketing and research budget to people who will tell you what you should do or how you should do it…but if you fail to look at the sociology aspect of technology, you are missing the connection.  There’s a Sociology of social media and a  personal connection that social media offers to the world that can’t be captured in a print ad or 15 second commercial.  No longer cold and detached, there is an opportunity to connect and feel connected.  Company and client.  Company and customer.

With social media in play, it’s a balance of connecting.  It’s not about being online or even touching every single person…but it’s about acknowledging that there is a technology shift and a movement that is greater than 140 characters or an innovative new ap.   It’s about the power of the end-user in an economy that seems to be out of balance for a lot of people and the voice of a few that can turn to many and that in turn, can start a social movement.  This is the sociology and power of social media.