TMI Makes Perfect Sense in the Economy of Trust

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As customers share more and more information about themselves, TMI makes perfect sense in this economy of trust and sharing of experiences.

Lately, I havebeendebating in my head (I do it often, being an introvert):

"Our brains are still the same, yet our behavior evolves with technology and exponential information input, which leads to new life experiences. So how come, we can say our brains arestillthereptilianones? To me, it seems, we have evolved to make better decisions with more after-thought and based on other peoples' wisdom."

We make our decisions more now based on social hacks that evolved into independent, experience-savvy communities versus relying on authorities (certified multi-diploma officials and governmental agencies). As a result, we are willing to stay at other peoples' homes via Airbnb and hire strangers for our dear "startup babies" from across the globe using Skype and oDesk.

We entrust ourdecisionsmore to people wholooklike us or we aspire to become like. We read product and service recommendations that speak to us from usually the recommenders displaying similar psychographics, demographics, and even locations.

We are willing to share moreinformationabout ourselves in return for more life knowledge, product discovery, and better experiences. We are ok now with dating online, as even grandmas do it these days. We are ok with most of our data being public on Facebook and logging into sites through it (with tons of relevant and juicy, yet awesome personal details passed along).

And, we are going to share more and more about ourselves. TMI makes perfect sense in this economy of trust and sharing of experiences.

How come?

1. "Technology made it easy for us to share information about many things in our individual lives. Before, we would publish a note in the newspaper about births and deaths, having two statuses per person. Now, Facebook covers on its timeline daily gems of life events and many status updates,"- says Sam Lessin in his SXSW talk on Identity 30 in March 2013.

2. Everybody is doing it. Sharing personal information more freely, that is. It caught its own momentum and became normal.Most of us are conditioned very well these days to posting status updates or religiously reading others in the newsfeed on our mobile in bed, and even in the bathroom.

3. There are inherent incentives in throwing out TMIs and personal data into the universe. We discover new products. We get discounts. We are happy to share our experiences with our circles of trust.

4. Sharing became a new business model for many professionals, partnering up in efforts to succeed together. That is not what reptilians do. Communities like Levo League and MindValley Insights are hot and popular for the same reason.

5. Sharing our life experiences, call it TMI or communal wisdom creates new business models and fuels technologies that will make us step up the evolutionary ladder even more.

For example, in my industry of ecommerce, I spot companies like Yabbly that allows its users ask for product recommendations from other humans that have been there. Yabbly proves again that Artificial Intelligence is great but will never substitute the flexibility of the human brain. Even if current product recommendations tend to evolve with every click, Yabbly's way to influence your decision is almost impossible to program as a business rule. Humans trade active life knowledge. Technology only enables it.

Facebook Graph search engineers are truly cooking up some new ways how we share and search. Although, we will need tons of Pavlov's tactics to beat the old habit of how we search on Google to how to search on Facebook, our conditioned habit to share will help through the transition. We will learn how to search smart in new ways for people, products, and places we truly need (very targeted). Just give it some time.

We will be sharing more data, more TMI, more experiences of our own. That also means we will be looking for very specific products and insights too. TMI makes perfect sense in this new era of decision-making through the knowledge of communities we trust and respect.

This means that Facebook Graph search will take off. We will not want to miss out on that life wisdom in our unique contexts of social sharing.

For marketers, this TMI evolution justifies investing in Facebook content early on to grab the bigger piece of the new channel - pie.

EXPERT OPINION
EXPERT OPINION