In our optimized, analyzed and digitized marketplace of today, it’s great to see that a common link in many social media trends are driven by emotional/relationship currency. The human factor is again the “it” – not “bit” – player, because people simply click and convert on when they covet something. Said differently, coveting is about connecting, bonding, relating, protecting, believing and acting out of a feeling. It’s emotionally assertive and aggressive, not passive.

Here’s a quick scan of three trends in today’s social landscape:

1. Measurement Matters – Stop spending a lot on Facebook, LinkedIn, and Twitter just to get the likes and followers. When you haven’t proved a campaign’s effectiveness on a business impact level – think ROI – it makes little sense. Today, more than ever, we need to make sure that what we are recommending is defensible/trackable and then act and spend like processed crazy people!

2. Gang Tackling Love – Social media and people in general pile on big time for the things they hate, but of late, we have seen a lot of piling on relating to happiness, sharing and joy. Brands have been much of the energy behind fueling this Summer/Fall of Love (see Coca-Cola’s stunning Facebook campaign centered around “Happiness”).

3. Hope Springs Nocturnal – Social media never sleeps! It is the first true 24/7/365 platform. Could anything be more true? From Facebook romance to Tweets from the red carpet to checking in or checking it out on Foursquare, nightlife and social life lives for the young – and not so young – like never before!

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