According to the Merriam-Webster definition, social is “the interaction of the individual and the group, or the welfare of human beings as members of society.” Whatever your label of choice – tribe, community, society, pack – people are social animals who prefer to interact both individually and as a group.

I have been fascinated by the ever-changing world of communications with marketing, public relations, organizing and public affairs from the day I started. What worked even 6 months ago has evolved to a more effective approach today. There is a significant change in the industry every couple of years and no matter what industry you operate in, keeping up with the movement is part of the thrill!

Looking back and accepting the premise that we are social by nature, the progression toward social networking makes sense. We started with face to face communication: two-way interaction, but an inability to reach large audiences efficiently and feasibly. We progressed toward ad campaigns supported by mail and phones – one-way communication. New technology and ‘no call’ regulations led us toward websites, email and eventually robust online action centers – still, one-way communication.

Enter social networks. Participation in social networks and the development of branded social networks provides an efficient, effective, personal way to have a two-way conversation with a living community of advocates, supporters or customers. Participation rates and the potential to build and develop your tribe are through the roof.

It’s really quite natural that this is where it led, because in the words of George Costanza, “We’re living in a society here!”