The very short version of their session is this. The human brain has six intelligence centers, each with different needs. Today, to meet the needs of these intelligence centers, we use multiple platforms and express different “personas.” These intelligence centers include:

1. Tribal spirit/sense of belonging (Facebook)
2. Creativity/self-expression (Pinterest)
3. Entrepreneurial spirit/achievement (LinkedIn)
4. Emotional Intelligence/connection
5. Pattern Recognition/learning (Twitter)
6. Vision/Future Hope

Currently, there are no social platforms that appeal to emotional intelligence and vision/future hope. To build more sustainable digital platforms of the future, the presenters argued, we need to find a way to appeal to these basic needs. Further, the presenters believe that in the future, instead of actively looking to multiple social platforms to express our different personas and social needs, the user experience will be much more integrated, helping to alleviate some of the burnout experienced by today’s social media user.

For me, integration seems like it will be much more sustainable, but at the same time, it’s a little scary. I think there is a small part of all of us who like the freedom to be step out of ourselves and be “different people” when with different people. I’m interested to see how much people are willing to give that up.

What do you envision social media will look like in 2025?

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While normally based at Spectrum in Washington, DC, I’m happy to find myself sitting in the bright, sunny offices of our GLOBALHealthPR partner fischerAppelt. Understanding and leveraging the similarities and differences between communication cultures around the world is critical to global communications success.

It’s the core reason why GLOBALHealthPR was created, and it’s why I’m participating in an employee exchange. I’m spending two weeks Germany to share ideas, understand best practices and identify opportunities to build collaboration across the network.

What’s been encouraging thus far is not how very differently we approach our work, but rather how similar we are in many aspects. We face many of the same challenges and frustrations and come together as teams in order to think creatively, determine how to move forward and strive for success.
As I continue my trip I will share more of my learnings from Germany, but until then, Auf Wiedersehen!

Image: Jeremy Woodhouse – Getty

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