Image: Aram Bartholl, Are you social?, 2007

Social media is a deeply personal ecosystem that I lovingly refer to as the EGOsystem. As such, there is a “me” in social media for a reason. It is quite literally a world in which we are at the center of our online experiences, a place where everything and everyone revolves around us.

Placing ourselves in the role of this emerging social consumer for a moment, brands, businesses, and media aren’t sure how to see or reach us directly yet. We’re lured through creative attempts to follow them on Twitter or “Like” them on Facebook. But for the most part in social media, we are faceless consumers brought only to life through avatars, bios and a history of our online activities and connections.

Read the entire article at Fast Company.