February 21, 2013

Trends Shaping Social Media: Going Private in Public

Posted by: in North America

To kick off Social Media Week in New York, JWTIntelligence’s Ann Mack, Director of Trendspotting at JWT, outlined a trend that we’re calling Going Private in Public. This evolution of our relationship with social media will shape consumer behavior in 2013 and beyond.

Mack noted that in an era in which living publicly is has become the default, people are finding creative ways to carve out private spaces in their lives. Rather than rejecting social media and sharing tools, people are still reaping the benefits of maintaining a vibrant digital identity while gradually defining a new notion of privacy for the 21st century.

At the heart of this trend is the fact that consumers are quickly coming to realize that ultimate control of their online privacy is out of their hands. With a few lines of code, Web titans can destroy carefully walled gardens. And it’s not just the Web powers-that-be that can toy with an individual’s public persona—it’s also tag-happy, share-happy friends who don’t realize that just because something is public information or done in public doesn’t mean that people want it publicized.

People are responding to this shift in privacy ownership by policing and pruning their profiles, deleting friends, untagging photos and removing unwanted comments. Some are telling friends not to tag them in photos and status updates. Others are pulling away from Facebook altogether, opting instead for more exclusive social networks based on niche interests or with limited connections.

Recognizing this trend toward privacy, Mack outlined how some developers are creating tools—such as Snapchat, TigerText and Burn Note—that help users protect their privacy by erasing their digital histories.

Mack noted that the question is not whether online privacy is dead but, rather, how to enable people to control the digital information stream connected to their personal lives as their needs and relationships evolve.

Check out the video outlining some of the findings above.

Video from the event is available here.

No Responses to "Trends Shaping Social Media: Going Private in Public"

Comment Form

SIGN UP FOR OUR WEEKLY EMAIL NEWSLETTER:

10 Years of 10 Trends

The Future 100

Things to Watch

  • Monogamish millennials
    May 29, 2015 | 4:45 pm

    Monogamish

    As gender and relational boundaries become more fluid, millennials (and their more adventurous elders) are crafting their own approaches to coupling. A far cry from the “free love” proponents of the ‘60s, today’s “monogamish” couples tend to be young professionals in committed relationships seeking occasional outside companionship.

    There’s even an emerging niche in the post-Tinder world of dating apps designed to accommodate these behaviors. Continue reading “Monogamish millennials” »

  • Food literacy
    May 28, 2015 | 1:07 pm

    Food Education

    Childhood obesity and poor nutrition are endemic in low-income communities throughout the developed world. Solutions based on healthier school lunches and better access to grocery stores have helped, but progress has been slow. Now, nutrition advocates are turning to a new tool: education.

    Outreach tools in this new movement go beyond the classroom, from celebrity chef campaigns to non-profit restaurants. Continue reading “Food literacy” »

  • Bistro In Vitro
    May 26, 2015 | 3:59 pm

    In Vitro Ice Cream

    A new virtual restaurant is serving up “food for thought,” using design to explore a range of possible futures for human interaction with meat. The project, dubbed Bistro In Vitro, takes the far-out idea of in-vitro meat and situates it within the world of online gastronomy as we know it—amid menus, chef interviews, critical reviews and the like.

    Continue reading “Bistro In Vitro” »

  • Bio-responsive spaces
    May 19, 2015 | 4:48 pm

    DynamicSanctuary

    At last week’s Sight Unseen Offsite event in New York, Ford partnered with indie design studio The Principals to create the “Dynamic Sanctuary.” The sanctuary is a sculptural space made out of plastic, Plexiglas and LED lights that connect to a heart rate monitor and fade in and out based on the wearer’s pulse. The space was meant to be a haven from the chaos of daily life and a “poetic metaphor for the design ideas behind Ford’s 2015 Edge vehicle,” said Sight Unseen.

    Continue reading “Bio-responsive spaces” »

  • Rosé’s normcore moment
    May 14, 2015 | 12:21 pm

    Rosé

    As summer nears, once again we’re on the cusp of “rosé season.” While late spring often sees attempts to elevate the red-headed stepchild of the wine world into a product worthy of connoisseurship, this year something different is afoot: a knowing celebration of rosé’s bland charm.

    For perhaps the first time, a wine label is emerging from the self-aware world of Instagram—and, no surprise, it’s a rosé. Continue reading “Rosé’s normcore moment” »

  • Snapchat TV
    May 12, 2015 | 5:25 pm

    Snapchat

    This summer, TV’s highest-paid female actress, Sofia Vergara, will star in a reality series launching exclusively on Snapchat. The series, titled Vergaraland, is co-produced by Fusion and Vergara’s production company, Latin World Entertainment. It will tell the story of her Hollywood life through the eyes of her 24-year-old son.

    Continue reading “Snapchat TV” »

  • Virtual reality theme parks
    May 11, 2015 | 4:12 pm

    TheVoid

    Some worry that the coming age of virtual reality could lead to an epidemic of digital shut-ins—why leave the house when you can “be” anywhere with the touch of a button? The Void, however, imagines a social space where virtual reality might draw people together—a 21st century take on the classic video arcade.

    Continue reading “Virtual reality theme parks” »

  • Intangibles
    May 7, 2015 | 6:37 pm

    Intangibles

    How much would you pay for a snap? A voicemail?

    Walker Art Center in Minneapolis has launched an online shop that could be considered a conceptual art piece itself. The shop sells what Walker calls “intangibles”—ephemeral, digital commodities such as personalized ringtones or custom avatars to use on social media. Prices range from $1.99 to nearly $4,000, for a virtual ocean-view property on the platform Second Life.

    Continue reading “Intangibles” »

  • WhatsApp marketing
    May 6, 2015 | 4:32 pm

    Clarks

    Clarks shoes in the UK recently launched a WhatsApp campaign to bring the brand to life for its fans. The campaign asked users to add three characters to their contact lists—“some of culture’s greatest innovators, rebels and fashion icons”—who were all fans of the shoes. The characters then sent messages, videos and Spotify playlists through the app, telling the brand’s story while interacting with Clarks enthusiasts.

    Continue reading “WhatsApp marketing” »

  • Facebook’s Anthology
    April 30, 2015 | 4:20 pm

    FacebookVideo small

    Video is king on social media—more than 4 billion are viewed per day on Facebook alone. To capitalize on that, Facebook has just introduced Anthology, a partnership with seven media companies with the aim of creating unskippable ads.

    Continue reading “Facebook’s Anthology” »

  • RSSArchive for Things to Watch »