About once a month or so, an article comes across my desk regarding a company that has put faith in a social media channel and not had overwhelming success. Not a month can go by without someone handing me or emailing me an article about how even though the Facebook campaign got lots of attention, the business witnessed a decline in sales for several quarters in a row.
Is this the end of Social Media?
With any luck, the buzzword “Social Media” is… But the concept isn’t going anywhere.
In all of the articles I’ve read regarding “Social Media is Dying”, none take the time to define “Social Media”. In the most basic definition of the term, it means one person communicating with another in a public forum that anyone who observes can also comment on. Before it became a buzzword, there were plenty of examples of this. There were chat rooms on AOL that were a form of Social Media. The bulletin board hanging up in many offices, where people can post “Free Kittens”, “Ice Cream Social Next Tuesday”, or any other communication, is by definition “social media”.
This type of social media has been around for many many years, and it isn’t going anywhere.
So when the industry gurus speak of “Social Media Peaking”, they are typically discussing the software versions. The Facebook, Twitter, etc. ways of communicating between people. Are these going away?
Once again, the answer is a resounding, “Nope.” They are an effective means of communicating with a large group of people. The individual user has no reason to stop using facebook, as an individual. I was able to wish someone I haven’t talked to in ten years “Happy Birthday” the other day. There’s no way I’d pick up a phone and do that. From a personal user point of view, I don’t see the social media channels going away.
So, whatever can these industry experts mean, when they say, “The Social Media Fad is Ending”?
I believe that they mean, useless, fad based Social Media is going out. There are several social media sites that are not social; they exist on social platforms, but do nothing except promote ads. Interaction is scarce at best, and pointless in many cases. There is no reason to visit any of these sites; they provide no information, stirring content, or spark any intellectual debate. Look at your own list of social media sites that you personally subscribe to. How many of these provide advertisement content only? How many are not able to help you with service issues? Are these the ones that you are moving away from? I know these are the ones that I am “Unlike”ing.
Companies that understand engagement, and that work to constantly create bonds between the company and the consumer will succeed. These companies reward users with both positive reinforcement and with increased service, and will not only survive but thrive. These companies realize that social media is not simply an advertising tool, but something more. Social Media that is complex, completely ad driven, and based more on the company’s “Brand Message” than on the consumer, will continue to be edged out. If your company is considering Social Media as a way of putting ads in more places, then you may wish to pull back.
“Social Media©” may be in trouble, but the rest of social media is here to stay.
