Let me start by saying I love technology and advertising. I consider myself to be part of the Technoratti – an early adopter of all things digital. I cannot go a day without my computer, my iPhone, or internet. But as I hovered to work in my hybrid-powered techno-bubble, Tweeting to anyone who may care to follow, something clicked. Not my iPhone; my mind. It occurred to me why social media is such an important cultural phenomenon: it’s the direct result of social and technological alienation and our deep feelings of selflessness.

Don’t think so? Then ask yourself this: Has there ever been a time in history where individual humans have been more isolated, more lacking in self-esteem, so unhappy? I don’t think so.

Now, I am not trying to get all Marxist on you. But it seems to me that digital communication is filling a void in our lives created by our lack of real, physical human interaction and our deepening isolation from one another. Sure we ichat, MSN, email, and SMS. But the more we do, the greater the emotional deficit.

Enter Facebook and Twitter. Finally digital platforms to make it all better. A social networking tool to connect old friends, make new acquaintances, and enrich our daily lives. We can all get real time updates on the minutia of one another, which makes us feel close.

I learn new things too. Friends post interesting links, review products, and even unwittingly suggest future holiday locations for my family as I browse their pictures and videos.

Update: Marcia just played the Mafia Wars Lottery!

I revel in it all. I do, really. I love self-important Tweets, too. But don’t we beat our chests virtually, all in the name of overcompensation? I believe we do it to reaffirm our very existence. And this, I believe, is a direct result of diminishing self-worth.

Doubt it? Take a look at TweetingTooHard.com. Why else would someone post “I’ve probably received fellatio in a stretch limo more times than you’ve ever ridden in a limo. Actually, there’s no probably about it.” Whether it’s serious or ironic, it exists nevertheless.

But here’s another update for you. The more I Tweet and the more I Facebook, the more isolated I actually feel. The more friends and followers I have, the less fulfilled I become. Here’s why. The number of followers and friends is more than cultural currency. It is actually a measure of popularity which is inextricably linked to self-worth. Why, otherwise, would both Facebook and Twitter so clearly list our statistics? The person with 500 friends is clearly superior to the guy with a mere 50. He is either a loser or a late-adopting philistine – both equal on the social stigma ladder.

So I collect friends. I Tweet hoping someone is listening. But rather than augment my feelings of self-worth, it has the opposite effect. Seems like it all magnifies and quantifies my own insignificance. I am ashamed to admit it, but I am saddened when – despite efforts to be pithy, interesting or topical – I don’t always get comments, likes, retweets or @ mentions.

The inverse is true. I am elated when someone takes the two seconds to click “like” on my posts or go the extra mile to comment. Like an addictive substance, I crave more and more. But with each successive personal encounter, I get less and less from it.

This brings me to the crux of it all; Why social media campaigns, when done right, are so successful right now. Seems to me that engaging consumers in this way hits the part in their brain that longs for recognition at precisely the time they need it most. In other words, when brands ask consumers to vote on new packaging, name a new flavour, create a commercial or even decide the fate of their long-time TV spokesman (like Grip did with the Kokanee Ranger), we feel at LAST that we matter. We can influence. We can be heard. We’re not alone. We matter to someone, even if that someone is a brand not a person!

But how long will this euphoria last? How long before we become immune to the thrill? Not long, I wager. Because we are all so savvy, so demanding, so quick to bore.

That’s why I think we will we see a renaissance of live events (spectacles even) where contact is king. We’re already seeing other human forms coming full circle.

Take retail shopping. It went from neighbourhoods where we walked, talked, and touched to gargantuan downtown “power centres”. We moved on to isolated suburban strip malls and finally to impersonal yet convenient ecommerce where we need not, touch, smell or talk to anyone. Now there is a resurgence of downtown neighbourhood shopping. The revitalization of John Street – the street, not the agency.

Even supermalls like Don Mills Centre are mirroring old world models. It’s being touted as Ontario’s “first Urban Village” that includes a central square, water feature and clock tower. I think they’re on to something.

In our human quest to connect more meaningfully, will social media and digital really be the great facilitator? I think so. Flash mobs are becoming mainstream. Go to flashmob.com. Google T-Mobile. The day after MJ passed, I got a Facebook invite to attend a flashmob in his honour. I love it when social media bridges the gap between digital and physical, like JustBought.it. This site incorporates Twitter and maps to pinpoint where people are buying cool stuff. There’s a marketing op in there, I bet.

Social media is here to stay. And I certainly don’t doubt it’s power, reach or influence. But I think to be most effective as a marketing tool it needs to bring us out into the physical world where we can talk, touch, and smell. In return, I believe we will all begin to rediscover ourselves and we will be happier, more fulfilled and less needy. And if brands can be the ones responsible for such meaningful interactions, they will be rewarded with consumer loyalty and our deepest gratitude.

Follow me: @jonnogtv. Please?