… and yet no one says ‘you must use electricity, otherwise you won’t get it’ or ‘electricity marketing, it’s the new thing’, or ‘we’ll connect on electricity’.

I bet when electricity was new it was the rave, it was awesome. There would have been companies springing out of nowhere getting rich quick with enormous IPO’s. There would have been the ‘old guard’ trying to stop electricity being the number one. They would have come up with a bill called SENO (stop electricity now or else).

Carnage between those that know, those that want to know and those that really know.

Ring any bells?

Reality. No one comes home and connects to the electrical grid.

But they will use an app. A kettle.

This ‘app’ boils water. There’s another one next to it that turns bread into toast – in fact there’s quite a few apps that we use to connect to the electrical grid.

And there’s the rub – no one cares about the electrical grid now. Its what it can do for you that’s more important. It’s what fundamental core programming the app fulfills that’s key.

Always has been.

At some point Google, like facebook and all the rest, will ‘un-hide’ the fact that they don’t have 100m users – what they probably have is 100m sign-ups but only 5m users – and by users I mean self promotors – and by self promotors I mean those that are blinded by the bubble that is social media – and by blinded I mean all they ever talk about is social media.

Only the tiniest of the minority use it as a social activity.

And that’s the problem. Social networking, in the digital sense, will only ever be of value for the minority at any one time – it would be in-human to assume otherwise.

Apps on the other hand, well that’s a different story. We all like apps. Some boil kettles, some cater for your banking and/or your domestic budget. We like them because they help us with our daily lives – in between being social – face to face.

Don’t believe the hype that is social media, but believe in digital.

N