Humans are social creatures. We’ve been wired to be seek commonality since we evolved into what we classify as the modern human, homo sapiens, over 130,000 years ago. Social interaction has been programmed deep into our DNA as a survival mechanism and it’s developed into the basis of our complex social structures to form human society. With the advancement of technology, our identities have been extended to the web and our natural inclination to form social relationships has translated onto the internet.

Just like IRL, being social online has become part of our everyday life and a necessary adaptation to remain interconnected within our social circles. Many individuals and brands have already adopted social but some are still asking: why is it important to be social online?

Individuals

Relationships
It’s a cliché but the bottom-line is that it is all about relationships. Social media connects you with people you would have never been able to reach prior to the social media era. Social media helps equalize the playing field and lessens the degrees of separation. In today’s digital age, people are only a few key taps away.

Voice
Have something to say? Social media is the best medium to express your point-of-view. Not everyone will be hanging by your every word, but generate great content, form a community and your voice will start to come through. A lack of a following shouldn’t discourage you to put pen-to-paper, er, fingers to keys. Finding your voice takes time and practice.

Job search
Employers regularly conduct social media searches so when posting, be mindful – privacy policies can change without notice – but also be yourself. Showing your personality, versus a robotisized version, can give you an edge over your competition. If used correctly, social media can be a great resource in helping you land your dream job. Use it to expand your network, gain insight into a company and it’s culture, and connect with the right people. If you are on the job hunt, you should be making maximum use out of LinkedIn and Twitter. Learn to leverage these tools for your advantage.

Tip: Do a google search of yourself and remove information you don’t want employers to have access to. Even if you think you’ve been cautious, privacy settings can be faulty so verify that only information you want out in the world is public.

Purely social…it’s fun!
We all know how much we love checking our Facebook, Twitter, Pinterest, LoveIt, and Instagram accounts. These platforms are popular for a reason, they’re fun (read: addicting and take over your life). But we love them! It’s our center of the universe where we overshare, stalk our friends (especially our non-friends), and meet new ones.

Brands

Interact with customers
Social media networks enable brands to directly communicate with customers. It’s a great channel for opening up conversation and reaching customers at different stages of the purchasing cycle. Find potential customers and answer their questions about your product. Use it for customer support! It’s a fantastic tool for finding people who are dissatisfied or are having issues with your product and turning that experience into a positive one. Most importantly, start creating a community. If you are genuine and provide an awesome experience, they will become your brand ambassadors.

Visibility and opportunity
Being active on social media gives a brand exposure. This is a place where you can increase likability, reliability, and credibility. Establish yourself as an expert and create a sphere of influence. It’s the new wave of PR.

Added bonus: Social networking sites have a high page rank on Google. Especially, one of the more shunned ones Google+ ; use this SEO advantage.

Your target audience is using it and so is your competition
Prospect customers are already on social media connecting, shopping, researching, and discovering. Create a presence in a space where your customers are spending a large portion of their time; be personable, just keep the creepiness level turned down a knotch.

Social media is still in it’s infancy and will only continue to develop our internet into a seamlessly weaved social web. With it, we hope, there will be more transparency and authentic conversations taking place. One thing is certain, there is no chance social will go away. The form it takes may change, but it has revolutionized our experience with the internet and there is no turning back.

I’m taking the plunge and joining the blogosphere! Posts will cover PR, social media, online tools, and general happenings in the tech and startup scene. I’m excited for the journey ahead. I hope you’ll join me for the ride!