Does Social Media satisfy our basic needs for Social Grooming?

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This might sound like an extremely odd premise, but if you look closely at online social behaviours, maybe its not completely far-fetched?

In social animals, including humans, social grooming or allogrooming is an activity in which individuals in a group clean or maintain one another’s body or appearance. It is a major social activity, and a means by which animals who live in proximity can bond and reinforce social structures, family links, and build relationships.

In today’s world proximity isn’t an option (we are globally distributed) so have we had to come up with other options. We favourite, sometimes to bookmark or share an interesting article, but sometimes is it a show of support or act of friendship? Similarly with retweets? And then what about Klout’s +K, have you ever seen a better example of social grooming?

Could it be possibly true that despite millions of years of evolution we are still no more sophisticated than baboons? :-)

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