Sociology Index

Social Technologies

Social technology influences social processes. Social technology has been referred to as a term related to social engineering, a meaning that began in the 19th century. Social technology also describes social software, a meaning that began in the early 21st century. Albion Woodbury Small spoke of social technology as being the use of knowledge of the facts and laws of social life to bring about rational social aims. Social technologies are being used to connect with customers in order to build strong bond with customers and lasting relationships. Social Technologies facilitate social interactions and is enabled by a communications capability, such as the Internet or a mobile device. Examples of Social Technologies are social software, like blogs and social networks.

Social technologies are changing the customer experience and also converting a regular customer into a brand advocate. Organizations are also placing emphasis on implementing social technologies within the workplace. Organizations are seeking the right social technologies to help facilitate this process.

Henderson published an article in 1901 titled "The Scope of Social Technology," in which he renamed this social art as 'social technology', and described it as 'a system of conscious and purposeful organization of persons in which every actual, natural social organization finds its true place. The term social technology was given a wider meaning in the works of Ernest Burgess and Thomas D. Eliot. Burgess, E. W. (1923). The Interdependence of Sociology and Social Work. Eliot, T. D. (1924).

Social technologies have given social interactions the speed and scale of the Internet. Whether discussing consumer products or organizing political movements, people around the world constantly use social-media platforms to seek and share information. Companies use them to reach consumers in new ways too; by tapping into these conversations.

The social economy: Unlocking value and productivity through social technologies.
July 2012 - by Michael Chui, James Manyika, Jacques Bughin, Richard Dobbs, Charles Roxburgh, Hugo Sarrazin, Geoffrey Sands and Magdalena Westergren. While 72 percent of companies use social technologies in some way, very few are anywhere near to achieving the full potential benefit. The most powerful applications of social technologies in the global economy are largely untapped. Companies will go on developing ways to reach consumers through social technologies and gathering insights for product development, marketing, and customer service.