I’m big on predictions. I only wish I was better at making them… In fact, I’m not a gambler. However, what I will put my money behind is that every social network will have its time. Just like a rising star, consider the 2013 Best Actress Jennifer Lawrence. Will she be the next Meryl Streep or only have a short run in the public eye? The rise and fall of social networks follows the same trend as celebrity airtime – quick adaption and (sometimes) quick to fade away.
Facebook recently announced that they have 680 million daily mobile users, which surpassed the amount of desktop users. Now, Facebook desktop use will never completely vanish. However, this ebb and flow of use based on technology is something to consider.
For someone like myself, who fits in the “social media evangelist” segment, the surplus of social media platforms has my activity quite fragmented. The “social” folder on my iPhone is packed, so packed that I have a secondary “social’ folder for back up and still continuously delete apps to remain organized and focused.
The focus is fuzzy. When I engage, I think twice about where I share. Even though Instagram touts their 80 million users; I’m actually more connected to my followers there than Facebook, where I have more reach. Has Instagram figured it out? Or do I just gravitate to that platform because it’s more intimate? Facebook has become a giant where everyone from high school, work and college has access to my posts. Yes, I love conversation with all my connections, but I prefer to have it with my tight knit group of friends.
So how long can this last? Can my friends keep navigating from one social network to the other? Vine has become popular and the interactions there deem even more meaningful because the connection set is narrower yet.
Now what does this mean for brands? Well, Facebook is never going away, so if you don’t have your strategy locked down there, work on that NOW. The ability to reach a mass audience and run a promotion while showcasing your brand is best done on Facebook. However, brands need to learn to be more nimble. What I mean is, play with new platforms. Get your name out there and dedicate time to finding out what works best for you. This is especially important for brands that want to connect with social evangelists like me and get their foot in the door at the head of the game.
Where are you at with your social strategy? Are you invested in one platform or two? When you’re making your plan of attack, make sure you consider the newbie platforms and the giants. Feel free to comment below with questions or thoughts and I’d be happy to provide my recommendation.