Brian Solis, Facebook, Instagram

Something is stirring in the world of Social Media

Social media

When we speak of Social Media we often just talk about Facebook and Twitter and most of the time we forget the rest of the platforms out there.  In a few recent articles I read on social media I see something stirring in its lansdscape and that are the teens.  The audience brands are trying to target (13-25).

That something is going on at Facebook is for sure. Last week Facebook Director of Product Blake Ross announced that he’d leave the company in a goodbye letter he posted on his profile page. Ross wrote:

“I’m leaving because a Forbes writer asked his son’s best friend Todd if Facebook was still cool and the friend said no, and plus none of HIS friends think so either, even Leila who used to love it, and this journalism made me reconsider the long-term viability of the company.”

So what is going on. I have mentioned before that teens move away from Facebook because it is not cool anymore,  and teens are a barometer for what is the next best thing. Is the Facebook community changing? Is what we do on the internet (our way of interacting) changing? I don’t  know actually. If I look at myself and my friends I notice that they do very little with social media, but haven’t moved away from the usual supect, which is Facebook, they just don’t do anything with it anymore.

And it’s a trend if we look at study (Coming and Going on Facebook by PEW Internet) we see the following. One in five online adults (20% out of 1006 repsondants) say that they used Facebook in the past but no longer do so, and that is a lot. Than they were asked why: “It’s a gossipy thing.” … “I didn’t like to talk too much.” … “I’m not social.” … “My account was compromised.” … “I got tired of minding everybody else’s business.” … “Not enough privacy.” … “Got too many communications.” … “Takes my time away.”

So were are the teens going and why? Well there on Instagram and Tumblr where they can go and be annonimus, were as on Facebook its the “real” you. “They do not want to be found (by their parents, who are on Facebook), except by a few close friends who they explicitly share one of their tumblogs with (yes you can have more than one identity on Tumblr instead of the just one on Facebook). Therefore Tumblr’s notoriously weak search functionality is A-OK with most of its user base.” (source Techcrunch)

But is all this being annonimus a good thing? Think about bullying? But than again if you can’t be found, and only your best friends follow you on Instagram or Tumblr  All things said you can look at from two sides and were heading towards a junction.

1- Social media is becoming more about the interaction between friends, and you only share photo’s etc with your friends, and only accept those who are your friends in the “real” world

2- Social media has become a form of online narcissism,  where the pictures serve as a catalysts for conversations and Likes and followers are the currency of shallow capitalism. Instagram is harboring curious behavior where teens strive for numbers, regardless of where and who they come from, as a delusional form of stature and importance (Source Brain Solis) Thus meaning, out goes the privacy and a whole generation will, because of this, have an online footprint that could come back and bite the in the …. (if you catch my dirft) when they need to apply for uni/jobs etc.

That we’re adapting  is one thing for sure, but how we are adapting is an other.

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Brian Solis, Digital Darwinism, Facebook, Social Media, Twitter

Do companies need to evolve to keep up in the digital era?

evolution-2

Evolution, it is always present. When we think of evolution, we think how nature adapts to it’s enviroment. It (hardly) ever crosses our mind that companies should evolve too! what do I mean by  this? Well, actually, it is simple.

We live in an age where, by now, the internet, social media, smartphones and tablet are such a big part of our lives, that we cannot be without it. They are a such a big part of our daily life, for most of the things we do we always chDeck our iPhones (or Android device). E.g. what is the first thing you do when you wake up or tha last thing you do when you go top sleep? Right, most of you would answer: “checking Facebook, Twitter,Instagram” etc. It has almost become second nature, and these are just a few examples of how we use our “phone”. We also use to look up products online, compare one shop to another and if the online store doesn’t load fast enough or doesn’t look trust worthy or our “friends” have bad things to say about it, we don’d even take the time to look. All these things influence us in our decisions on what to “like”, who to “follow” or where to buy online.

And this is where companies and their digital evolution come in, or as Brian Solis likes to call it, “Digital Darwinism”. What is Digital Darwinism? It is “the evolution of consumer behavior when society and technology evolve faster than the ability to exploit it”. ( source Brian Solis: The End of business as Usual). This is what is happening at the moment to loads of businesses all over the world. They can’t keep up or “think we lasted a long time before the internet and social media, our customer will keep coming“. Yes this could be true, but in general they will eventually will have to make use of other chanels besides the local newspaper in which they have a recurring ad. If the do not, then it is most likely that such business will eventually won’t last. Companies like Blockbuster thought this way, and they were a large company, and didn’t make it. They were surpassed by companies who offered the same films via Video On Demand (VOD), iTunes and pirate sites.

In the Netherlands Netflix will soon be available, this means that the big networks in the Netherlands, who offer movies or series through VOD, have to change their strategy. Why pay more on their sites, when you can pay €8,00 euro’s per month and get al you can watch. Easy answer I would say. It not a question of should they evlove, but they to  evolve to keep up ( in this ever becoming faster world).

These are just  some examples of how companies should keep up in the digital era. To evlove or not. To make use of all the tools which are are there, or to keep going about your busines as always is being done. There is choice, but which to make is up the companies facing that decision. These are things a marketeer should think about when they get their budget, for you can only spend that euro/dollar once.

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