Is Anonymity the Future of the Internet?

Sep 08, 2014

Right now we're in a world that sees transparency as the new form of integrity. Right now we're in a world that understands that reputation is everything. Loyalty is somewhat fleeting as consumers, armoured with this incessant flow of knowledge from the web, have the ability to make swift judgements and decisions about individuals, companies and governments, often times to the detriment of the target.

The emergence of social media has forced companies to stop hiding from behind that veil of corporate spin and address the very things that the web has thrown at them. Nothing is secret any longer. Even secrets that were once held secure behind invulnerable fortresses now have a strong probability of materializing today.

Is transparency as a norm working? Or, are the results of transparency surfacing a new order that will create yet another tier of acceptance from the masses?

"Anonymity is Authenticity"

Following the death of Rahteah Parsons, who, after being assaulted by 4 boys, was tormented relentlessly by classmates and other kids on social networks; and also following the suicide of Hannah Smith, who experienced the same torment, it's clear the internet has evolved to an era that has given free reign to voice an opinion and use like-minded affiliations to express and further spread that opinion. In these cases, anonymous profiles proliferated the incessant stream of hateful attacks that eventually wore down both girls' defences.

And while I originally argue that anonymity was a cowardice state that allowed people to be and feel comfortable being the anti-self that runs away from accountability, my stance has seen another side of this coin.

Anonymity is Safe

It becomes clear that humans, while inherently social, are discriminating of the things we disclose and to those to whom we share.

If transparency breeds contempt, then anonymity should build acceptance

The freedom to express opinion and judgement without feeling guarded, or without fearing others linking you to a statement is indeed liberating. And while this free reign may take the form of a soapbox soliloquy or criticisms (and perhaps bullying attacks) against opposing views, there is a large segment of users who want the ability to share a secret, or have a place to vent their frustrations or challenges -- without the fear of reprisal.

Despite revelations from Snowden and the NSA that nothing on the net is private, this does not stop the wave of user adoption for applications like SnapChat, Whisper or Secret.

Here are some recent stats for Snapchat from Mashable

;

I've recently downloaded Whisper and my experience has been more than liberating. It has allowed me an outlet to record my hopes, desires and more importantly, my anger and not-for-public emotions. Being judged in real life or on social takes its toll. If my reputation precedes me, then I will be discriminating about what I say in places where my content and identity are linked.

Popular opinion just doesn't matter. It's irrelevant. But I want to track progress in my life: my emotions, my dark moments, my personal observations, my milestones -- all in my own digital diary.

Why shouldn't users have the option to keep part of their identities secret and separate?

It's up to the next generation

This new medium has created is an endless volatile loop of positive and negative reinforcement. While transparency has extreme benefits, there are just as many negative consequences that have come as a result of creating this honesty within social channels. Society continues to send the wrong message to Millennials and GenZers, warning them to be more discerning and to suppress who they really are as individuals... warning them of the potential consequences should they venture down the wrong path.

How we communicate today poses tremendous issues for this younger generation. Their experiences are grounded in the fear of being vulnerable... fear of being misjudged... fear of not being accepted... fear of being punished. When the next generation grows up, it'll be up to them to shape the landscape and determine how to balance the impacts of transparency and anonymity.

Interested in reading more? Check out our other blogs:

Social Strategy for B2B Companies

I am regularly approached by businesses that sell to other businesses to help them market and promote their brand on social networks.

And so I noticed that some of them have a vague idea of how social media works and the sustainability it offers. They often see social marketing as yet another way to advertise and sell their products, in the same manner they are accustomed to do on traditional marketing mediums. Not surprisingly it usually results in frustration.

While I saw companies successfully sell on social, they are typically limited to mass consumer oriented B2C verticals, such as fashion and apparel, travel and hospitality. There is a segment of online shoppers, sometimes called ‘impulse shoppers’, that makes purchases straight off the Twitter timeline, yet the majority of us go to social networks for different reasons. Certainly no one is buying an insurance policy, or a house, or a CRM solution there.

The success of social media and its importance for business is in its unique ability to build trust.

For B2B, as well as for the majority of consumer-oriented businesses, this is where the real value of social marketing lies. A more detailed discussion here

And so that means approaching social media strategically. First know precisely why you want to engage, understand clearly how it will help you grow the business. Then, if you are convinced of social media’s importance for the success of your business, start taking practical steps. Obviously very company is different, but here are some observations that are pretty generic:

- Plan long-term. Don’t expect results after one month. Not even after two months.

- Do not do social media just because ‘everybody’ is doing it. When people have strategy their choice is between social tools X or Y or Z. It typically comes early in the conversation. And when people say ‘I’ll try it for a month and see if it brings results’ or ‘I want to see how my friend/my competitor is making out before deciding’ it usually indicates a lack of strategy, because it implies a choice between tool X and doing nothing. In that case, better do nothing.

- Social media does not substitute sales. It is however one of the most efficient ways to grow sales Here is a good explaination

Social media’s importance for B2B business is increasing. More and more owners and executives are inquiring how they can succeed in the new environment. As usual, the earlier you start the better are the chances.

Send Us Your Travel/Hospitality Business Pitch

nmodes is a data analytics company. We analyse data based on consumer intent. We’re pretty good at it.

We spend a significant portion of our processing resources on analysing travel data. And so we are fast to know when somebody is planning a trip, or looking for a place to stay, or visiting your city and searching for activities, restaurants, entertainment.

In addition to data processing we help businesses in monetizing the data we deliver them. We create and implement the marketing strategy to convert intent-driven consumer data into your sales. Typically the majority of the data comes from social web, and consequently a successful marketing strategy has an important benefit of establishing long-term social presence for your business.

We also offer free end user services. Knowing consumer intent gives us capability to identify in real-time social users in need of travel help. Our data is actionable, allowing to respond momentarily to individuals with timely recommendations and advice.

Knowing consumer intent in real-time gives business power to control the sales process. Your customer satisfaction will improve, and your sales will grow significantly.

And if you are not ready to start using our full service, you can always send us a short description of your business, its value, and how it is better from competition. We will be happy to connect consumers with your product when appropriate. No commitment on your part is required.

Intent-driven data offers instant value, start enjoying it.