There are lots of books and about a triagazillion blog posts on the subject of social media, hyping its ‘revolutionary’ and ‘immediate’ aspects as they call for the death of Web 2.0 or the beginning of PR 3.4 or the latest end all to be all, until next week when we change. Again.
A conversation
John Falchetto and I once chatted about how businesses want social media results right the hell now already, they aren’t in it for the long haul. See also many a post on various get rich, easy diet, free marketing bullshit.
“Dichotomy: Real work takes time vs. the instant gratification, results and ROI we seek.”
That was my comment as Neicole Crepeau and I started talking about the dueling dichotomies in social media. It got me thinking about my would-be clever category for social media.
It’s not about the NOW.
Social media, with its viral and real timey-ness, is about how the now can impact or influence the future.
This is why I was curious about the benefit of sharing old posts, the value of timely vs. lasting content (h/t to Michael Schechter for that quip in a comment about content marketing) and wonder if this post has been in blog drafts too long.
It’s about developing the relationships that not only add to your bottom line today but also building relationships with customers who’ll be loyal to the brand for years to come. It’s about a company listening, paying attention, stepping up in real-time – because fake-time blows – and winning the loyalty of new customers.
Social media is a game changer: the way business is done, how we stay in touch with friends; it’s our new water cooler, it’s making TV the background for our digital lives, with social mentions possibly defining what makes a hit TV show. Plenty of evidence suggest the future of social media continuing to go mobile, via the explosive growth of mobile devices coupled with network integration.
How are businesses looking ahead to the future? As companies pour big money into Facebook and Twitter campaigns, build branded iPad apps and try to predict what Google+ will do for business, foresight becomes key.
It’s about time.
Time. Looking ahead, knowing when – and when NOT – to jump on the next NOW wave will be a smart part of any social strategy, as will looking back to look at what is and isn’t working (hello, ROI). Time. Taking moments to get to know each other as people, not just faces behind the tweets. Time. Listening, spending time paying attention to your customers, to learn what they want and need, how you can help them now. And in the future.
Is social media the wave of the now? Thoughts, quips, NSFW limericks.. do share.
At this point, I’m in as much as I need to be. Do I think there is the one big ‘thing’ out there that I might miss if I’m not an early adapter and lose my chance to fame and glory? I don’t think so…………..I know I’m in much deeper than most of the people I know in real life FWIW………….
Bill Dorman recently posted..This bloggers guide to friends
Tried to reply to Lori, but some sort of script error. Anyhoo…
I just wrote a post about why you should be a social media late adopter, but that was specifically about adding new social networks. Being first in some instances can be great, but the problem is you often don’t know if it will pay off at the time. My best example in the blogosphere is Darren Rowse of Problogger. No one coming in now could achieve what he has. Not to diminish his hard work, talent etc. — all of that is obviously why he succeeded and others who got in at the same time did not — but the timing mattered. It is highly doubtful he could achieve the same level of success starting in the crowded blogosphere of today.
Adam Toporek recently posted..Steve Jobs’ Greatest Legacy: The Customer Experience
Timing is everything Adam – hitting peaks, riding waves, working saturation points. Too soon, too late .. so hard to get it right but well worth it. I tend to lag back a little too, get my bearings before diving in head first. FWIW.
Social media is about relationships pure and simple. Build relationships and all will work itself out.
Jack @ TheJackB recently posted..Would You Read This Story Part IV
And if that’s the case, well.. the relationship doesn’t really get going on the first date, RT or comment. Like you said Jack, ‘build’ and building anything takes time, now and later. FWIW.
I think I’ll sit on the sidelines; I’m just not sure if this social media thing is going to make it. Let me know, will ya? Especially if you start making oodles of money…….:)
Bill Dorman recently posted..Your link bait smells like stink bait
I have folks sitting it out to Bill and think maybe, like other things, it’ll hit a plateau at some point. Only way it can push through if it’s the only way to get something we want or need, more of that access/value/exclusivity idea regarding content. Hmm.. just thinking.
Hi Davina,
I’m not sure if social media is the wave of now. I’m coming up to my first anniversary and my jury is still out. My business jury, that is. My fun jury has already brought in a verdict! Since one of my objectives for blogging is to provide a platform for my writing, and since I just last week launched my first book, it’s WAY to early to tell.
On a related topic, though, what do you think is the value of being ahead of the wave? If you were the first blogger when blogging was unknown, for instance. Or, if, as in my case, you are publishing to Kindle when most people [read: friends and family and many other online acquaintances] don’t know what a Kindle is or a “Free app” is? The question is; when is the time to jump in – when the wave is cresting, when it’s rising or when it’s just thinking about doing all that!? LOL And where is social media in this metaphor?
I don’t know but I suspect YOU do!
🙂
Lori
Very on point comment Lori. It really matters WHY we’re doing this, fun, work and what those objectives are. Networking has been about now, though it’s taken time to get there and will take more time to keep it going.
If an ebook barks in the woods but no one is there to download it, what will it matter? I may not be one of the first at the blogging party but that in no way diminishes the quality of my message. Same time, if I’m too late.. and the audience has moved then it’s an ‘adapt or die’ scenario. Unless I just want to write for me.
I see a burnout or backlash coming; and still see many consumers wanting help right now, not wanting to take the time to build that relationship. There’s got to be a shift, a convergence where speed, ease, convenience meets exclusivity, value, need; think that may be what’s sustainable, now and in the future.
Boy that comment went somewhere odd. Congrats on the book.