Welcome to the third episode of (R)evolution, a new series that connects you to the people, trends, and ideas defining the future of business, marketing, and media. My guest this time around is Rick Bakas (@rickbakas) of Bakas Media, previously director of social media at St. Supery Winery in Napa Valley.
Note: This is a live setting and there are a few spots where offscreen noise is a factor. Stay focused, Rick represents what’s going on in the front lines of social media marketing and his experiences are shared here for you.
Twitter is a human seismograph and it represents a transformative channel where everyday people possess the ability to affect actions. The cloud of collective consciousness that houses our thoughts, experiences, and conversations is also a data trove for experts to measure and mine serendipitous and organized behavior and events.
On Monday, I received a short and simple message from the Twitter team, “You are invited to attend a special event at Twitter HQ tomorrow afternoon, RSVP Yes or No.”
I had just finalized my travel from San Francisco to New York and thought for a moment, that it might be worth reconsidering. The message could only mean one thing, Twitter was going to announce something new and given that they don’t usually host live conferences for just any new feature, it would carry a level of importance that would see the likes of tech’s top press and industry leaders in attendance.
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.
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.
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.
It’s no longer a matter of answering the micro riddle, “to tweet or not to tweet.” Twitter helps you simply Tweet everything that moves you. While this capability has existed through third-party services over the years, Twitter is rolling out a dedicated function to harness the power of the “interest graphs” that you weave.
In social media, influence has taken center stage. With the spotlight perfectly fixed on the “me” in social media, a large shadow is now cast over the “we” that defines the social web. As individuals begin to realize the possibilities and benefits that surface as a result of building connected social graphs, a very public exploration to find the balance between influence and popularity unfolds.
Influence is a controversial topic and its measurement and definition are increasingly scrutinized as social media democratizes one’s ability to earn stature and prominence in new online societies. There’s a clear delineation between influence and popularity and it’s important to understand that in social networks, influence is not derived by the quantity of followers, friends, clicks, or “likes.” Nor is it discernible by the frequency of which one participates in their respective communities. While these serve as indicators of influence, they are not necessarily constant factors in its quantification.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold 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. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.