Digital Times

Psychologists have tried for years to research the science of relationship chemistry and determine why people become friends, join groups and how people are attracted to each other, writes Sabina Piter.

Traditionally, the first thing we notice when we meet people is their physical appearance. This aspect of connecting with others is lacking in the digital environment. However, the fact that the online venue still provokes and generates connections in a vast and profound way, bridging the gaps of time and distance, is possibly a proof that we’ve been doing it wrong all along.

The web has made interactions with others extremely easy and by connecting with others whose ideas, values or beliefs you share and are willing to disseminate, you become a part of a tribe. Groups, as opposed to tribes, are one or more people who can be brought together mostly by the need for compliance.

Compliance is largely met in work environments, for instance, where you may or may not agree with the behaviours of the group, but you go along with them. Acceptance, on the other hand is largely about embracing the values and behaviours of a group and this is what defines a tribe– that profound connection people believe it’s worth spreading. And being connected is why we’re all in for.

Tribes are formed around an idea, that encourages members to connect and spread this idea or take it further, perhaps even lighting the flame of a change.

In one way or another we’re all part of a tribe. Some may love dancing or music, others could be passionate about painting or comedy. Whatever our passion is, all the blogs we read and comment on, all the tweets we send out there, all the groups we join and all the posts we share on Facebook related to what we’re passionate about, make us part of that tribe.

The Love Lab and the Connector Tribes event, which took place at the Science Gallery this February, sent out the message that what matters is the way in which we connect and share our passions with people within the tribe and those outside it. Let’s connect further and spread the ideas of our tribes.

Sabina Piter is a social media enthusiast, has been involved in sales and marketing for the past five years, is currently pursuing a MA in Marketing in Dublin and writing her dissertation on the subject of social media and how it has radically changed the consumer – brand communication and interaction.