Social atmosphere

The term “Social Atmosphere” was coined by Leo Linder when describing personal relevance, reach, mixture of conversations and topics between different people with varied levels of acquaintance on the social web to coworkers in early 2009.

Like the atmosphere that wraps the earth, the Social Atmosphere has many layers that all work together to provide an organized body that enables life. Within one’s Social Atmosphere they maintain many levels of communication with friends, family, acquaintances and professional encounters. The Social Atmosphere provides a natural order for keeping those conversations at different altitudes and distances between one another. Even though these conversations might swirl and churn like storms in the night there is a fragile boundary that keeps conversations personal, relevant and separated. For instance a new found acquaintance might jump into a conversation on a blog and make an inappropriate comment. Even though the friendly banter might be welcomed at first there may eventually there may be tension that builds. If that individual consistently creates turbulence, like two cloud masses colliding in the troposphere, they will be excluded from future conversations or the entire Social Atmosphere might be abandoned in search for a calmer one.
Social Atmospheres can also be invaded from outsiders such as overzealous marketers. Regardless of intent, if a marketer with a timely relevant message wants to reach into a stable Social Atmosphere and make a valuable contribution they need to do their homework first. An example would be a company looking to provide “Real Customer Care” to people who have bought their product and have commented on the performance or quality of that product on their blog. Social Media Monitoring (SMM) is a fresh way for the company to take a Social Atmospheric Reading without creating turbulence within a Social Atmosphere. Once the company is fairly certain that they are reaching out to a “real customer” with a “real need” their probability of successfully helping that person increases considerably. Furthermore, the mere fact that the company has taken a Social Atmospheric reading prior to entering the conversation will provide the company with credibility and give their message an aura of authenticity that will undoubtedly build good will with that customer.

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