So, if the internet is the center of the universe what used to be? Well, when we talk about the center of the universe I think what we’re really talking about is the core, and I don’t think the core of the universe has changed. What has changed over time is the delivery system. I think the core of the universe has always been, and always will be community. Since time began people have had relationships and developed communities. When humanity first appeared I don’t think they always stayed in their caves. At some point they came out and began to develop relationships. I can imagine there was some courageous developer who decided to create entire neighborhoods complete with cave cul-de-sacs.
Think about this; as humanity continued to evolve they went from singular caves to cave communities to some other form of shelters. Then there were villages where they had a village green or common area for the community (I guess you could call them the village people — sorry) to gather. Then there were towns with town squares and town halls, pubs or taverns — again, places for community. At some point those towns grew into larger cities and the communal areas continued to expand so people were gathering around points of common interest like churches and schools. It doesn’t take you too long before you go from the roadside diner to Starbucks, and from telephones to internet and from snail mail to email.
The internet has allowed community to expand exponentially. When I think about the changes the internet has brought to community two things (there are way more but these are primary) come to mind; immediacy and global. Humanity used to only have community with the few people around them, and I doubt there were many who wandered too far from their cave of origin. As technology has evolved so have communities, allowing people to develop communities further and further from home. We’re now at a point where many of us communicate with, and share friendships with people all around the globe. Sometimes these are people we’ve never met face to face, yet we call them friends and in some cases speak to them almost daily and keep track of them through things like Linked In, FaceBook or Twitter.
The immediacy factor is so common place that it’s become the expectation. People not only want community but they want it now. The internet gives you that. You can even have a virtual community like Second Life and not know real people if that’s your preference. So, while we may refer to the internet as the center of the universe we can’t forget the human connection that is at the core. The thing that’s really driving all of this isn’t the technology but community. It’s people connecting with other people. From a marketing perspective I can’t imagine a more fertile playground.
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