Tag Archives: relationships

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Social Friendships an Illusion?

In any conversation about the use of social networking sites, someone inevitably questions whether these technologies actually separate people from the real world, and only provide them with the illusion of connection. According to a recent study by the Pew Internet and American Life Project, that’s not actually the case.

social friends

social friendsThe study asked 2,255 Americans about their social networking habits. The answers challenge beliefs held by some. Facebook users actually have more close relationships than non-users, and are more trusting, more politically engaged, and get more social support than other Internet users.

According to Pew, of the 79% of American adults using the Internet, nearly half (47%) use at least one social networking website. Ninety-two percent of these social networking users are on Facebook, 29% on MySpace, 18% are on LinkedIn, and 13% use Twitter.

Facebook and Twitter have the most engaged participants, with 52% and 33% of users logging on daily, respectively, compared with 7% who visit MySpace daily and 6% who do the same on LinkedIn.

On Facebook in particular, participation, as opposed to passive consumption, appears to be a common trend. Fifteen percent of users update their status on an average day, 22% comment on another’s post or status, 20% comment on others’ photos, 26% “like” another user’s content and 10% send a private message to a friend.

This daily use and engagement leads to generally positive feelings among Facebook users, specifically, in how they perceive their relationships with others and the world around them. Facebook users who use the site multiple times per day are 43% more likely than other Internet users to be trusting of others—that is, they feel that most people can be trusted.

Regular Facebook users are also, on average, 9% more close to their friends than other Internet users. And they score higher when it comes to social support than other online users. Pew says they are 5 points higher in total support, 5 points higher in emotional support and 5 points higher in companionship than Internet users with similar demographics.

The study also showed a general increase in the use of social networking services to stay in touch with close friends. In 2008, only 29% of users said they had friended all of their core “confidants.” Today, that number is 40%.

Users tend to revive their “dormant” relationships (high school friend requests, anyone?), and these connections can become important sources of information, even though they’re not active relationships.

Finally, Facebook users are more engaged with politics, no doubt thanks to the numerous political conversations that occur online via status updates and political cause pages.

This study shows, says Pew, that there is little validity to claims that people who use social networking sites have smaller social networks, less closeness with others, or are exposed to less diversity. In other words, your Facebook friends are real friends because Facebook allows you to mirror your offline connections via the Internet; it does not isolate you from them. It may even enable you to have more close ties, if you are a frequent Facebook user.

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Relationships Still Matter

I have been a member of the American Airlines Admirals Club for a number of years. Clubs are available at a number of major city airports and provide an oasis of quiet and comfort while I travel. They are also great places to get some work done while I wait for my next flight.

The Admirals Club at the Nashville, Tenn. airport was closed soon after the September 11 terrorist attack. Fortunately, that club reopened late last year. At a small airport like Nashville, it’s very easy to get to know and have a relationship with the staff. It feels good to walk into the club and be greeted by name and asked how my family is.

Last week, my oldest daughter, Kelly, was connecting through Nashville on her way to Portland, Ore. She had a two-hour layover and I suggested to my wife Karen that she meet Kelly at the airport. I planned to contact my friends at the Admirals Club to see if they could provide Karen with a pass to get through security so she could meet Kelly at her gate.

When I called the number for the Nashville Club, I was directed to the American Airlines general Admirals Club helpline. It took two calls back to figure out how to navigate through the menu to get to a live person. Once I finally got through to an agent and explained that I wanted to talk to someone at the Nashville Club, I was nicely but firmly told that that was no longer possible.

Apparently, American Airlines has changed their policy to prevent Club members from contacting anyone directly in any of their Admirals Club locations. I was also kindly informed my wife would not be able to get a security pass.

I am disappointed in this policy change. You see, relationships still matter. The employees at the Nashville Club take care of me. They are the face of American Airlines. They do a lot to smooth over the natural frustrations that are involved with traveling.

I understand American’s need to control access to local Club personnel so they are able to service the members at the Club. I also suspect there are some people who, when given access, abuse it. I, however, am not one of those people. I now feel a little more disconnected from American Airlines. It appears that efficiencies are more important to them than relationships.

That experience got me thinking. What technologies, policies, and procedures have you put in place in your organization that you hoped would increase efficiencies but have instead resulted in barriers to relationships?

Efficiencies are important. But you need to balance increased efficiency and effectiveness with the ability to establish and build relationships with your key prospects and clients.