We are now down to the second-to-last video where Chris Beck, founder of 26dottwo (@26dottwo) and I examine the state and future of social media.
In this segment, we outline the importance of connecting offline and online experiences. Brands must now introduce a connected series of touchpoints between traditional and new media programs to define paths and bring desired outcomes to life. However, to connect the brand strategy to the individual requires a personal approach that starts with the “First Mile” and connects in the “Last Mile.”
We’re approaching the last bits in this series of conversations where Chris Beck, founder of 26dottwo (@26dottwo) and I examine the state and future of social media.
In this installment we review the various aspects and formalities of bringing a brand alive, truly alive in social media. Everything begins with establishing the rules of engagement in order to define the boundaries, context, and objectives for conversations. Guidelines such as “don’t be stupid,” “use common sense,” “stay positive,” are not the most useful approach to steering representatives or consumer experiences.
It’s said that opposites attract. However, in social media, it’s quite the opposite. The idea of privacy and publicity are in fact at odds with one another. And at the heart of the matter, one social network is caught in the crossfire of sharing information and TMI (too much information). The line that separates privacy and openness remains undefined as it continues to shift as individuals learn important life lessons about the benefits and risks of living in public.
Influence is the subject of some of important conversations lately. Each time we surface questions, answers and new thinking that starts to reshape the landscape for how businesses view, define, and embrace influence.
The socialization has democratized content and equalized influence. As such, we are at the inception of an an era when everyday people are presented with an opportunity to earn authority, trust, and leadership based on their actions and words.
In the next installment of discussions exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I review how relationships online are evolving from social networks to social “nicheworks” or contextual networks.
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.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, 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.