It goes without saying that the marketing and business world is awash with news and commentary on social media. This is for good reason - we’re in the midst of a cultural revolution spawned by the ability for people to now be instantly connected with more people and information than ever before in history. Almost everything we do as human beings has changed significantly, even if only in scale and speed.

I have written before on the basic human truths that are driving this growth in social media, which is that its success lies in how it simple allows us to be ‘more human’ – to share all our thoughts and experiences with our friends and family without the limitations of cost or distance. Hence this is far from being a short-lived fad.

Within this context businesses are understandably scrambling to adjust and adapt. From marketing to PR; customer service to R&D; the brand-consumer relationship has never been closer – and will get even closer still.  Talk to anyone in the industry and the consensus is there – almost all businesses have to adapt to Web 2.0. Businesses need to have a positive presence within this online social environment because they will be discussed whether they’re there or not – and people increasingly expect the key brands in their life to engage with them via social media when desired.  Just as consumers expect to see their favourite FMCG brands in the supermarket, so they increasingly expect to see and interact with the brands in their lives via social media.

However – sight must also not be lost of the seemingly contradictory state of affairs we are in, demonstrated by the fact that, in most developed western countries, as people’s time online has increased, so too has their time watching television. This indicates that although people are spending more time online, and in more interactive activity, they are also spending more time passively viewing the (mostly) non-interactive media that is television.

This demonstrates a basic human truth that must not be overlooked in the rush to brand-consumer interactivity, which is that people also need passive ‘downtime’, time when they are not being called upon to click, rate, comment or forward.  Psychological studies have shown that a key component of decision-related stress is not just factors such as the importance or risk involved with their decision-making, but also the simple quantity of decisions that need to be made.  It has also been proven that the more options a person has to choose from, the less satisfied they will be with their final selection.

Hence an interactive online session, even if only a leisure-based one, will often be more tiring than an equally-long session on the couch watching  a similarly themed television programme.  People don’t always want to make decisions!  The aforementioned increase in television viewing could well be seen as a natural by-product of increased online interactivity – the more time we spend online, making micro-decisions every time we click, then the more time we need to relax and ‘chill out’.  Not for good reason do so many busy urbanites opt to to simplify their lives through camping trips and the like when they get the chance – for many, true luxury is being without 24/7 online access to work  – simplification being a universal desire for most people in the western world.

What this point means is that businesspeople cannot afford to lose sight of the fact that people do not always want the full interactive experience; they do not always want to share their experiences; they do not always want to rate the product or share it via DIGG, Reddit, Stumbleupon or others; nor ‘become a fan’ or follow the Tweets. Many DO of course, and the options should be there should they wish to do so – but recognition must be given to those who seek less interactivity in their lives, not more.

This means that free-call customer lines need not necessarily be closed in exchange for online forums; television advertising swapped for ‘augmented reality’ or similar high-tech brand experiences; or paper newsletters replaced with online.  There is much still to be said for a paper newsletter, a compelling 30second television commercial, a real person answering the phone and a well-written product manual.

Consider the following apparent contradictions:

• digital photos can be viewed on the big screen, but digital photo printing is big business;
• home theatres have never been better, yet cinema attendance is rising;
• music is on tap and cheaper than ever, yet live concert attendance is up;
• people can essentially access anything, from anywhere; but crave quiet places for relaxation, be they Starbucks or the increasingly common ‘quiet zones’ that are being installed in corporate offices.

All this demonstrates that just as consumers are spending more and more time online, they have yet to lose their need for physical simplicity in their lives.  Companies have to ensure that as they move to become more digitally integrated in their customers’ lives, they don’t lose track of the simple things in life.