In the next installment in a series of conversations exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I discuss social media by the numbers. At any given moment, your “fans,” “likes,” followers, commenters, readers, are expecting personalized experiences. Simply catering to an “audience” is borderline antisocial. Addressing the needs and expectations of the social consumer and the various roles they play in business is the minimum ante to continue to sit at the table. At the same time, we also need to look beyond who we’re connected to today and focus on connecting with influential individuals and nicheworks who define our social and commerce landscapes.
In part ten of a series of conversations exploring the state of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I speculate on the future of social networks.
Social networking as it exists today is not scalable nor is it representative of how social beings connect and engage. We are complex individuals we are defined by what we share, consume, and to whom we connect. Our social graphs are woven with the fabrics of our interests, passions, and relations. One update does not resonate across the social graph. Networks will evolve to match content to context and allow us to seamlessly connect relevant information and people based on frames of reference and subjects.
Every now and then, I draw comparisons between the things that inspire me offline in order to help spark creativity and evolution in all that I do online. Inception served as a catalyst for rethinking social media and how we use it to socialize not just our marketing efforts, but our business overall. Weeks later, ideas germinated and here I am today, sharing my thoughts and observations with you. Indeed, Inception is the genesis for creativity and innovation.
In part nine (which is really the first part) of a series of conversations exploring the state and future of social media with Chris Beck, founder of 26dottwo (@26dottwo), we define the metamorphosis of media production, discovery and consumption and how social networking is affecting behavior and communication. Our social graphs are shifting from linear connections (those we know) to nonlinear ties defined by those we know, hope to know, don’t know but share ideas, and those who endeavor to know us. As such, we are building contextual networks and it paves the way for information to directly connect with discerning audiences.
We live in amazing times. Perhaps what makes it so special is that the present is rewriting the future for so many things held sacred over the years. So many industries, processes, politics, beliefs and myths clouded or seized our responsibility and capacity to force innovation and ultimately the change that is needed and long overdue. At the root of this however, is what fuels evolution and revolution…
In part eight of a series of conversations exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I discuss the changing landscape of advertising and engagement.
Advertising and marketing is experimenting with campaigns and engagement programs that essentially brings creative to life. It’s the fusion of influence and confluence that will define their success over time.
The competition for attention is focused on social networks as brands vie for awareness and consideration. Establishing a presence in Facebook and Twitter is as necessary as it is trivial. In the great social land grab, many organizations are missing true opportunities to connect with the fifth P of the marketing mix, people. It’s less about communicating with those individuals who are already following you online and more about those who aren’t.
In part seven of a series of conversations exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I review the rise of the new influencers (you and me) and how traditional media can adapt to the democratization of content creation and curation.
If Social Media warranted a mantra, it would sound something like this, “Always pay it forward and never forget to pay it back…it’s how you got here and it defines where you’re going.”
This intentional form of alternative giving is referred to as “generalized reciprocity” or “generalized exchange.” And, the idea of giving something to one person by paying another is credited to Benjamin Franklin, which contributes to the definition of “pay it forward.” The capital of this social economy is measured in these productive relationships and those relationships are earned through the constant acts of reciprocity, recognition, respect and benevolence.
Brian Solis blogs circles around you. He also posts, updates, and twitters faster than you can, helps develop graphics prettier than yours, and analyzes patterns in public discourse long before you ever see them show up as a Trending Topic. In short? Solis—as principal of consultancy FutureWorks, cofounder of the Social Media Club, speaking-circuit fixture, and best-selling author—is a content and communications machine.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.