granular intimacy

image credit: Trois Têtes (TT)When it comes to making and maintaing relationships via online social networks, millennials are the pros. Offline however, the story is different. Telephone and face-to-face social networking intimidates more than half of Gen Y. This according to a new study by TalentInsights.

In fact, even professional networking online, on sites like Facebook and MySpace, are fraught with complications. In the survey, 67% of millennials said they were comfortable connecting with employers (or potential ones) online, but the majority balked at friending their bosses. It’s all about granular intimacy, and knowing the correct socnetiquette before overstepping a line.

The Partitioned Life

Beyond intimacy concerns, with more employers engaging (or seeking to) on social networks the issue of privacy and the partitioned life become paramount. Beyond communication and interactions between contacts online, it’s getting more important to ensure that privacy settings are tweaked, to manage the flow of lifecasting.

This because online social recruitment is on the rise. This summer, 68% of employers surveyed by Jobvite report they use social networks such as LinkedIn to find candidates for open positions. Last month, when CareerBuilder asked employers about social networks as recruitment tools, 30% said they were using Facebook to find new talent, and 45% said they were consulting online profiles to screen candidates and verify suitability (incidentally, when CareerBuilder asked that question last year, only 22% of employers were vetting socnetprofiles).

Time for social networking to go super niche, to separate infostreams to employers, from friends, from family… and maybe the coming Google Wave will help matters, since it is configured with discrete streams of contacts and connections in mind. On the other hand, oversharing is always going to be a risk in network culture, that, and now the increasing risk of the always-awkward employer poke.

connected kids

image credit: ♥ China ♥ guccioHow unplugged are parents from their kids’ online habits?

Last week Symantec received a lot of media buzz when they released figures showing “the big disconnect” separating parents and kids when it comes to time spent online. Notable results: “22% of teens check social networking sites more than 10 times a day, while only 4% of parents believe kids are checking that much,” and  “51% of teens check social networking sites more than once a day, while only 23% of parents say their kids check more than once a day.”

It’s interesting that parents underestimate how connected their kids are. But are these media use frequency rates unreasonably high for teens? If Facebook or MySpace is THE communications channel linking you with your friends, is accessing your online profile ten times a day all that different from making ten phone calls, or checking your email a dozen times a day, or your BlackBerry messages (all things parents are perhaps more apt to do)?

It is unlikely that these findings will inspire the technopanic that accompanies studies of teen texting, because an ever higher percentage of Boomers and Gen Xers are also using Facebook and other social media networks, so there a far greater understanding of how these sites facilitate real-time online communication. (For more on the graying of Facebook, go here).

And while we’re on the subject of parents, kids, and digital culture, what are the top words that kids enter into search engines (which might just happen to correspond to their parents’ nightmares)? If you guessed “sex” and “porn” you’d be right. Sexual curiosity plus access to the internet can add up to a triple X education for kids whose parents aren’t plugged in to their online habits. A recent survey by the security folks at Symantec showed that in many households kids are using networks, machines, and connections to access restricted online materials–often by entering a false age. Symantec advises parents who suspect or become aware that their kids are “breaking the rules” (to buy their filtering/monitoring security software and) to treat these infractions as “teachable moments”–when a little honest family dialog can go a long way.

And, parents take heart: the Sydney Morning Herald recently reported on new research from Griffith University which showed that schoolwork is the number one task for most kids when they log on. “The predominant activity that our kids are doing online is educational research and fact-finding, and a lot of it,” said Margee Hume, the lead researcher on the study. “We found that they would always do this before they would do anything else.” Hmmm. I’m betting that finding surprised the researchers too.

web app(licant)s

image credit: julian-Searching and screening online to fill employment openings requires new digital literacies.

Not long ago it was news that employers were screening candidates by evaluating the person behind the file via accessing job applicants’ Facebook and MySpace profiles. The ethical controversy of this HR datamining on social networks inspired heated debates about privacy. Among the members on these sites, then primarily teens and twenty-something students, discussion flowed about the risk and ramifications of parents, police, professors, and now potential bosses taking a peek at personal information online.

The emerging trend of talent scouts screening on socnets was especially relevant for recent graduates looking to project a professional image and secure that first real job while transitioning out of four years of good times on campus—extensively and exhaustively documented online.

Today, researching job applicants online is business as usual, newsworthy only when something truly outlandish occurs, such as the recent case of a Montana company requiring applicants to send their social network passwords along with their resumes.

And now the demographics of social media participation have shifted, and the over-40 set is currently the fastest growing segment of the population on Facebook, Twitter and LinkedIn. Another generation of online profiles for HR to examine, especially now during the recession when there are more files to evaluate for every open position.

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location, location, location

image credit: DCvision2006mobile social advertising on the rise:

It would seem that in the age of ubiquitous mobile devices and (increasingly) wireless connectivity, neither physical distance and geographical space will be much of an impediment to communication and connectivity. And yet one of the buzzwords for digital marketing in 2009 is location.

MoSoSo (mobile social software based on geolocation) development is hot and users are responding, opting-in, and downloading everything from GPS speed dating apps to restaurant finders, twittering and geotagging to mobile MySpacing and facebooking–tools to help us connect to others in our vicinity.

Marketers are developing LBA campaigns (location based advertising) for these mobile communication and positioning services. And although polls have shown that by and large, users dislike receiving mobile adverts on our smartphones (and one UK study showed 25% of us would willingly pay more for data to avoid receiving ads), resistance is lessening–especially if there is an opt-in feature, and the messages are local and relevant.

At the Mobile World Congress meeting this month in Barcelona, executives reported that it is largely the popularity of Apple’s app store and iPhone that is responsible for the growth of mobile marketing–since advertisers are inserting spots in games and widgets.

As reported in WIRED this month however, many free apps are abandoned by users quickly after the initial (short lived) glow wears off.

Lucky then, that iPhone users have the highest advert recall of all mobile users.

socnet satisfaction

the shifting sands of social media participation:

image credit: tavopp“Had a bowl of social media for breakfast,” comments Critical Mass’s David Armano on Twitter, “I’m still hungry.”

In what the online dating industry is calling the “facebook effect“: there is a migration of users moving back to online dating, having exhausted the possibilities on general socnets. And in the wake of more privacy issues at FB, the web is buzzing (& tweeting) about mass cancellation of profiles, and even more interestingly, debates about the use-value of social networking.

For kids, the profitability, return on time invested, and information posted on social networking sites might feel less important, but for adults it’s another story.

I’ve decided to delete my Facebook account even with the terms of service rollback, unless someone can give me a good reason to stay there,” tweets Dan Cohen, Director of the Center for History and New Media, I’m easily found on net; Twitter is better.”

If Cohen’s followers agree and follow suit, it could hurt the socnet sphere, as adult users compose a significant (and expanding) percentage of members. According to a January report from the Pew Internet Project group, 35 percent of American adult Internet users have a socnet profile. Moreover, a new report from Forrester Research documents increasing percentage of Boomers consuming and participating in social media. In 2008, 67% of Younger Boomers (ages 43 to 52) engaged with socnets, up from 46% in 2007–and 62% of Older Boomers (ages 53 to 63) followed suit (up from 39% the year before).