Lure Of Social Networking

Lure Of Social Networking
N D Batra
THE TIMES OF INDIA
11 June 2010

In the United States and Canada, recruiters invariably do Google search on their prospective candidates and trawl social networking sites such as Facebook, MySpace and LinkedIn to cross-check before they hire anyone. With millions of young people eager to share their spur-of-the-moment opinions, risque photos and outrageous experiences with others including strangers, the danger of compromising one's digital identity, privacy and social reputation and, consequently career prospects, is tremendous.

In a free-floating social network environment, users unfortunately forget that the delete key provides a deceptive and illusory function because someone might have already accessed the information and passed it on to others. Once information goes viral, we cannot recall it a curse of the digital age as many American politicians have been discovering. Or maybe it is a public blessing because now no politician can hide from us. Since the internet has taken up the centre stage in our lives, opting out of it is not an option. Our digital past cannot be undone and can haunt us.

According to a recent report from Pew Internet & American Life Project, 46 per cent online adults in the US have uploaded their profiles in virtual networks, which they keep monitoring and updating. And a majority of adult Americans use search engines to find information about themselves no, it's not digital narcissism but a modern-day necessity because maintaining one's reputation and privacy has become difficult in the age of social networks. How ironic that you have to keep checking yourself online to know who you are!

More than older people, it is the younger generations, the 18-29 career-making age group, according to the report, that are keen to limit their personal information available online; they change their private settings, delete unwanted comments and remove their names from any photos tagged to identify them. There is a growing distrust of social networking sites, in spite of the fact that their use is increasing everyday. Since most cameras now come with instant YouTubing capabilities, one gets paranoid seeing a person clicking in public places.

The Pew Centre reported that nowadays most Americans do thorough online search about an expert whose professional services they seek. And this is certainly true about doctors, surgeons and financial experts, people so important to us today. Dating partners do online research about each other before they get into deeper waters. Even neighbours do digital social network snooping on neighbours.

A few days ago a Facebook friend of a friend in India posted a dreadful hate cartoon about a most revered prophet, which i had to delete promptly, not out of fear but out of sheer disgust. Earlier, someone had posted on my Wall a picture of an armed Maoist group, mostly gun-slinging women with children, which drew lot of comments from the friendly strangers on my Facebook. India's Facebook population at about eight million is tiny in comparison with 112 million in the US, but it is growing at a double-digit rate. And the potential is immense, especially when Indian cellphone users, 500 million and growing, the second largest after China, leapfrog fixed-line internet connections and begin to use mobile Web for social networking via the cellphone. It's hard to say how much openness Indians can stand once the country becomes one giant digital fish bowl but the lure of social networking is irresistible.

Today, a man is known by the company he avoids rather than that which he keeps, but in the digital age barriers are so low that sometimes it is difficult to know who is entering your cyberspace. Friends recommend friends and, sooner than you realise, you have a hyperactive communal space where everyone is buzzing and posting something: from a new mom about how her lovely one-year-old warrior is growing so fast, to the most recent conspiracy theory about the railway accident that was engineered to malign the good woman of Kolkata, the redoubtable Mamata Banerjee.

I had to reset my Facebook privacy settings to restrict entrance but i am still not sure how secure the firewall is. Facebook voraciously collects personal information which it utilises for profiling users to enable advertisers to target them more productively. Facebook makes money out of our digital footprints. Under severe public protests, Facebook promised better privacy protection but few trust the network. Nonetheless, its 450 million users worldwide keep socialising perhaps because the benefits of serendipity outweigh the risks.

Online serendipity indeed can be a blessing. For example, sometime ago a Kolkata writer friend, a translator of Tagore's poems and songs, sent me a piece which i published on my website more like a message in a bottle than for distribution. But to my great delight the piece was picked up by the Bulletin of the Ramakrishna Mission Institute of Culture, as part of the 150th anniversary celebration of the poet's birthday. Nothing is lost once it is in cyberspace and an obscure piece in a blog or social network can reach a universal audience.

The writer teaches communications and diplomacy at Norwich University, US.