It happens all the time. Whenever a trend gains so much steam that it’s popularity growth is staggering, nay-sayers come out of the woodwork. Sometimes these critiques are justified because what’s being perceived as a “trend” is really just a marketing fad or a cultural flash in the pan. But in the case of social networking, are these commentators just showing an ignorance of human psychology?

Mass media has poisoned the minds of many people, including many so-called “experts.” The average person may not be able to describe what they’d like to see more of. But while mass marketing and the drive for mass appeal may have dulled our senses, we know what we’re longing for when we see it. And for many people, social networking is one of those previously unspoken needs.

It’s about psychology and sociology — not technology

The last 75-years of impersonal mass media dominating the social landscape is a historical anomaly. If you start in the 1920’s with the emergence of radio and TV, and extend the time line through the early 1990’s when talk radio and the internet came on the scene — mass media SEEMS like it’s THE way to get your message out there.

But what psychology and sociology has proven over 8,000 years of recorded history begs to differ. People have always been drawn to interaction and connection. They want to participate and feel part of something larger than themselves.

Technology is a multiplier, not the main attraction

Will some social networking sites and New Media tools fall by the wayside? Sure they will. Many will rise or fall in popularity. But the direction of the movement of the marketplace in the direction of a participatory trend is undeniable.

Those who think otherwise are not only ignoring history. They’re ignoring the psychological and emotional makeup of human beings. And if those people are in business making decisions with an outlook like that — they’re putting their profits, marketing success, and their team’s employment in serious peril.

The tribes may be nomadic, but they always need a place to call home

MySpace is the media darling right now (online and off-line.) They’ve seen the biggest growth in social networks (367% increase.)

But look at all the other social networks gaining ground in the New Media marketplace. For example, YouTube has had massive traffic gains.

From non-existence a year ago, to growth that blows the doors off more than half the top social networking sites. YouTube has garnered impressive numbers of fans. So much so that their growth has eclipsed many of the much more brand recognizable sites of AOL Hometown, MSN Spaces, and Xanga.

Will YouTube be able to sustain that growth rate? Time will tell. But one thing is clear. Social networking sites built around or have a substantial inclusion of multimedia (in the form of podcasting audio and video) is where it looks like longer term sustainability is going to be found. MySpace is beginning to show signs of moving in that direction.

Consolidation of social networking sites may begin to occur soon, but the demand will not go away. If anything, shakeups and consolidation will refuel public awareness and restart the growth curve with an expanded audience.

What’s your opinion?

Where is social networking headed online? Will it go the way of the pet rock or yellow wrist bands? Or is this trend more about fulfilling a deep-seeded human need?

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John-Paul is a published author and weekly columnist for the Honolulu Star Bulletin. As a Business Coach and Business Blog Consultant he helps small business owners market, manage, and sell more with self-influence and persuasion. You can reach J.P. directly via [communicationcommando@gmail.com].