Twitter, Facebook, Instagram and all other social media websites are a manifestation of our inherent sociability. More precisely, our ever-expanding “tribe” and social groups have made it more difficult to meaningfully communicate with all the people we class as “one of us.” In our evolutionary history, this led us to replace time-consuming primate-like grooming behaviour with language, and now the face-to-face requirement of spoken communication has made it inadequate for conversing with our goliath social groups. Phones partially address this issue, but a phone call is a one-to-one and time-consuming activity, usually reserved for close friends, courting couples and family. Social media has enabled us to transmit messages and socialise en-masse, essentially authenticating our relationships with our fellow homo sapiens whenever the mood strikes us. This also explains why the sites are almost addictive, because socialising is ultimately a means of cementing tribal bonds and finding a mate. Having an internet equipped phone sitting in your pocket at all times allows these essential goals to be pursued at all times.
How does social networking help a business?