01 .The future is online

In the future, we will turn to the internet to get a job, for a loan and to take out health insurance, but we’ll apply through our online social network. And this will give rise to the development of peer-to-peer economies.

These are just a few of the developments that Laurel Papworth is anticipating. The internet strategist works with companies to help them understand user-generated content, social media and blogging and its implications for their brands and products. “We look at engagement and communication through both social media and social economies,” says Papworth.

“I love that the internet is democratising both the creation of content and its distribution. We are no longer told by media companies what we can watch, when we can watch it. I love that we are moving beyond media into peer-to-peer economies such as social banking, social telecommunications and other models that don’t meet the standard three-sector economy (government, not for profit and private sector).

Papworth believes that peer-to-peer exchanges of information, content, ideas and opinions are the future of the internet and we will see the creation of peer-to-peer economies that even loan money. “I am particularly attracted to [online community] banking sites such as prosper.com and zopa.com.”

Organisations that don’t engage with their members in a meaningful way will become culturally irrelevant as the next generation looks for online engagement in all that they do, according to Papworth.

“If the only way that we can ask for information or clarification is by filling in a feedback form, gradually we will leave those sites alone and go to competitors with vibrant communities and peer-to-peer help.”

Personally, Papworth loves tech gadgets if they give her more access to communications, rather than just for the gadgetry alone. “I really need free Wi-Fi everywhere. I hope [free community internet providers] Fon or Meraki take off soon. Then I can be online with my social networks all the time.”

Social networking through the internet, according to Papworth, has great potential to be realised.

“Social networking falls into three categories"

"One is creation of content. This is still very limited. YouTube is not live or collaborative, but it serves a purpose for people to showcase their creativity and vision. Another is discussion. Social networks based around discussion include chat channels such as Twitter. All sorts of people — remote area workers, disabled, terminally ill — can connect and feel part of a community and less isolated. The third type is distribution networks — passing information around. Facebook does not allow you to blog, nor is there live chat, but it has the most viral marketing touch points; very powerful for pushing around content you have uploaded elsewhere.”

The inevitable next step is to develop internet search capabilities, “social search is important,” she says, “to better meet individuals’ interests.

“Want to know the name of that movie with that actor — you know, the one with red hair? Ask your social network — they share your tastes, values, interests and hobbies, so they are more likely to know than an impersonal Google search.”

The internet will also change our employment models, says Papworth. “I like the new social network recruitment sites that allow you to take the job online and offer an escrow payment for wages.”

The future is the brave new world in which the internet has profoundly changed our jobs, along with almost every part of our lives. Jobs could be broken down and outsourced through the internet, similar to tender, and individuals could apply from anywhere.

“For example, if I need a TV ad filmed. I put the scope online and members pitch for it. I pick the [person with the] best price or value or examples and then put part of the payment up in escrow. The first draft is sent to me, I approve it and the money is released. I approve the final and the rest of the money goes through. I leave a comment and rating and ranking and the budding TV producer continues to work — from India or South America or wherever.

“I see a future where we hold a portfolio of jobs depending on our interests and passions, checking into these types of social network job sites once a week to pick up new contracts.”

Laurel Papworth's professional website can be found at laurelpapworth.com. Her blog about social networks can be found at silkcharm.blogspot.com.