Book Review: Connection Generation

This post has been a long time coming. It seems like an eternity ago that my pal Trevor Young sent me a copy of Connection Generation by Iggy Pintado to read. And I’m certainly at the back of the queue when it comes to reviewing the book, with people such as Lucio Ribeiro and Craig Wilson already giving their considered opinions. But with a hectic lifestyle, the fact is I rarely dedicate 15 mins an evening to offline reading. So finishing a book can be a bit of a journey at times. But enough about me… let’s take a look at the book.

Connection Generation is all about the influence technology and the Internet has had on the way we communicate and connect to each other. Iggy argues that everyone who has lived through the emergence of the world wide web is part of the connected generation, regardless of their demographic. And he’s right. Since the emergence of the web as a communications channel, it’s next to impossible to have not have adopted it in some manner to communicate and connect (even if it is just for viewing emails). It is the manner in which we have adopted the technology into our life that distinguishes us.

Iggy breaks the connected generation into 5 core groups, based upon their adoption and usage of connection technologies:

• Basic connectors: Those that largely ignore new technologies, or apply it with a single-minded & limited purpose
• Passive connectors: Those that understand communication technologies, but choose not to adopt it as a major part of their life
• Selective connectors: Those that manage their connectivity in a organised manner with proficiency, relevant to their particular needs.
• Active connectors: Those that have a deep understanding of connection technologies, and use it proactively for personal and business gain.
• Super connectors: Expert connectors that manage various connection technologies in a structured method to continually expand their network.

The break down of the connected generation is where I got the most benefit from the book. There’s clear similarities between Iggy’s categorisation of the connected generation and Groundswell’s Social Technographics Profile (which is also comprised of 5 key user groups). However, while Groundswell outlined the core behaviours of the different user groups, Connection Generation goes into greater depth into the psychology of why users behave as they do. Consider this description of basic connectors:

“They claim to be technologically disabled and are usually in deep denial about their ability to learn and use technology to connect. Their preference is to spend as little of their time using connection technology as is humanely possible. The basic connector is also challenged with applying technology to process. As technology is not at the forefront of their thinking and they are entrenched in “established-way-is-the-best-way” thinking, they may not see the possibilities and benefits of using technology to save time, money or effort.”

I found this type of insight particularly interesting, along with a subsequent chapter on the challenges of managing each user group. The second half of the book concentrates on best practices for leveraging connection technologies from a personal and business perspective. And it must be said, Iggy is the king of acronyms when it comes to outlining how to leverage connection technology. I counted four different acronyms in the second half of the book:

• HITS: An acronym describing the behavioural pattens of the connected generation
• PLAN: An acronym describing the steps to manage connected individuals
• GROUP: An acronym describing the typical behaviour of online groups
• OPEN: An acronym describing the steps in managing connected groups

There were also the ABC’s of connection and the three R’s of connection. Phew! I probably got less out of the second half of the book as I am an avid reader in the field. But that is not to say that it’s not good. There is plenty there for beginner’s and intermediate’s to pick up. And there were also a range of case studies I hadn’t seen before. I’d suggest the book is most suited to those just beginning their adventures in social media and connection technologies, but there’s enough there to keep advanced audiences interested as well.