Will Social Media Enable Humanity’s Next Evolutionary Step?

The topic of evolution has sparked controversy since Charles Darwin proposed it in 1858. Even in the twenty-first century, some education boards are seeking to replace textbooks describing evolution with those positing Intelligent Design. But regardless of whether you believe in evolution by natural selection or not, most people believe that human beings exist in their final form, and that we are not subject to evolving or changing in a significant way. However, a number of thought leaders are challenging that idea, and social media may have a role in taking humanity to the next level.

The End of Humanity as We Know It

Ray Kurzweil, author of The Singularity Is Near: When Humans Transcend Biology, is a noted computer scientist, inventor and futurist. According to Kurzweil, the singularity he predicts is “a future period during which the pace of technological change will be so rapid, its impact so deep, that human life will be irreversibly transformed.” In Kurzweil’s vision, this change will take place through a merger between human and machine, exponentially boosting our intelligence through advanced computing power.

To a limited extent, this process has already started, through our widespread and increasing use of the Internet as a resource. Wikis, blogs and the explosion of educational and informational websites put nearly any piece of information within reach. As technology has moved into smaller and more portable devices such as smart phones, we now have the ability to access any fact at any time, from practically any location, and the trend is towards smaller and more powerful devices.

Although our use of the Internet may not seem like a paradigm shift, Kurzweil predicts that the process will start off slowly, almost imperceptibly, and will then accelerate exponentially. Vernor Vinge, a retired mathematician from San Diego State University, suggests that one way we can achieve superhuman intelligence is to “exploit the worldwide Internet as a combination human/machine tool.” He goes on to say, “Computer networks and human-computer interfaces seem more mundane than AI [artificial intelligence], and yet they could lead to the Singularity. I call this contrasting approach Intelligence Amplification (IA). IA is something that is proceeding very naturally, in most cases not even recognized by its developers for what it is. But every time our ability to access information and to communicate it to others is improved, in some sense we have achieved an increase over natural intelligence.”

Tapping the Crowd

Another vision of humanity’s next evolutionary step is the emergence of a collective consciousness. More and more, social media is being thought of as enabling global consciousness because it allows us to harness and coordinate the collective intelligence and talent of large groups of people.

Social media enables “ordinary” people to collaborate and engage in commerce and information exchange in ways that were impossible to imagine a few short years ago. By tapping into the latent information, talent and intelligence of the masses, social media brings everyone up to a higher level of productivity and problem solving.

In The Wisdom of Crowds, James Surowiecki notes that when a group of people works to solve a problem, the group’s answer is almost always significantly more accurate and intelligent than that of even the smartest members of the group. The process works when each individual proposes his or her solution, and then all answers are averaged, like in the stock market or a horse race. Interestingly, it is also the model used by social bookmarking sites like Digg, Reddit and Stumbleupon.

Surowiecki points out that this sort of group intelligence is what is emerging in the blogosphere, where thousands of bloggers, mostly amateur and unpaid, are replacing or at least augmenting, traditional media written by professional journalists. Lon Safko, author of The Social Media Bible, says that soliciting, encouraging and using user-generated content is one of the keys to a successful social media strategy, and this idea is transforming both entertainment and industry.

Writer Jeff Howe has a term for this: crowdsourcing. More and more, companies looking to solve thorny problems are turning not to scientists in their R & D departments, but to the general public. For example, a company called InnoCentive has an online platform where Fortune 100 companies post their problems and pay amateurs between $10,000 and $100,000 per solution. Other social media sites also use this model. Flickr, for example, is not only a network where people share their photos with friends, but also provides a platform for aspiring photographers to distribute their photos to companies for low or no cost. Crowdsourcing, by providing more value for a lower cost, increases overall productivity. Particularly successful individual contributors benefit economically, and companies may also benefit from even the less successful ideas generated by the crowd.

Facebook and Twitter are not collaboration platforms, but they do provide virtual watering holes where people can find and share interesting projects and information. As such, they work to enable viral spreading of memes, which depending on what meme is circulating around, may contribute to or detract from a higher collective consciousness.

LinkedIn, on the other hand, facilitates cooperation in its groups, which are more participatory than Facebook’s group/business pages. In LinkedIn, if a member of a group posts a business question such as “how can I market my website with a very small budget?” numerous members of the group with expertise in the subject will respond with long, well-thought out responses in order to prove that they are experts and possibly secure some business from the asker or other group members who appreciate the depth of the answer. The asker is then presented with a number of possible solutions and strategies and can choose from among them, all without spending a dime.

Master Mind Vs. Groupthink

While it is true that social media facilitates cooperation and collaboration, there are different ways that groups can operate. The most extreme are Master Mind and groupthink, and their outcomes are very different.

Back in 1928, Napoleon Hill coined the term “Master Mind” to describe a synergistic relationship between people where the intelligence of the group was more than the individual intelligence of its members, and thus the group was able to achieve things that the members could not, had they been acting alone. In order to get to this Master Mind level, the members of the group had to share a common goal, and all members had to “willingly subordinate their own personal interests for the attainment of the objective for which the group is aiming.” When the people in the group have unity among them, Hill says, their minds blend and become more creative and intuitive in regard to their purpose. He credits this kind of cooperation with the success of some of the giants of his day, such as Henry Ford, Andrew Carnegie and Thomas Edison.

The flip side of the Master Mind is a phenomenon called “groupthink.” First named and discussed in 1972 by social psychologist Irving Janis, groupthink is when a group makes bad, and even immoral decisions because of group pressures. In groupthink, a strong leader and a majority of members hold the same preconceived opinion, suppress any dissention from the majority view and refuse to consider facts that support a different decision. Groupthink tends to lead to irrational and ill-conceived decisions and produces outcomes with a low probability of success.

So the next time you are using social media to collaborate or crowdsource, remember to be yourself and participate as an individual, but with a sense of shared purpose with other group members. If you do, you may just be doing your part to bring the human race to its next evolutionary level.

Jennifer Dublino began writing in 1995. She writes two blogs: one on social media marketing (Buzzoomba at http://procreativemarketing.wordpress.com) and one on parenting (I’ll Take Five at http://www.illtakefive.blogspot.com). She also runs a marketing firm, Pro Creative Marketing Group (http://www.procreative.com) that provides ghost blogging services to corporate and professional clients.

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6 thoughts on “Will Social Media Enable Humanity’s Next Evolutionary Step?

  1. Jennifer- Profound thought- evolution is one way to look at it and I love the Napoleon Hill reference. I view social media as the next rung in Maslow’s Hierarchy- we view it as a means of self actualization.

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  2. I have to agree with Jennifer that social media might enable humanity’s next evolutionary step. This was an interesting article. Reminded me of being back in school! I have to beleive that humans are not currently in their final form.

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  3. Great article! I’d point out though that there’s an important distinction between the three strands of tapping the crowd: collaboration, collectivity and crowdsourcing, in regard of their mechanisms and effects. When you collaborate, you work towards a common goal, one change at a time as you do in Google Docs for example. With collective tools like Digg, it doesn’t matter in what order the contributions (votes) arrive. Taking away one won’t affect the outcome. In the case of crowdsourcing, only one (or a few) solutions get accepted, and hence the result is obviously influenced by the one making the open call.While all three are unquestionably useful and advance group productivity and intelligence, only one of them has the real potential to bring about collective consciousness.

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  4. Jennifer, I enjoyed this article although, except for the final paragraph (groupthink) you mostly tabulate the perceived benefits of social media. This ‘group’ approach could easily turn into ‘bullying’.You came tantalizingly close to referencing the “swarming” approach predicted by Gartner in “10 Changes the world will witness the Next 10 Years” which points to a more ‘anonymous’ collection of individuals temporarily gathering to solve a problem (or cause one!) before breaking up and moving onto the next challenge: http://www.gartner.com/it/page…There are already examples of this via 4Chan incidents etc. See: http://www.jason-stevens.com/2… If Gartner’s prediction is even half-true, social media may have some severe psychological affects on the traditional (and non-traditional) workforce. It strikes me as a chaotic future landscape where only the strongest (e.g. influencer) will survive. The ‘weak’ online ties of today via ‘facebook’ and ‘twitter’ may become even more ‘weaker’ in Gartner’s future world where anonymity will be the name of the game.

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  5. Hi, Jason. Thanks for your insight. There are, indeed, negative implications of social media, however, that was not the focus of the article. As with any phenomenon involving masses of people, social media has positives and negatives, depending on the motivations of the influencers and the gullibility of some of their followers. Maybe I’ll write on the possible dangers of social media in a future article – thanks for the idea!

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