Social media is a popular subject in marketing, and has been for a while now. As we see usage of Facebook, Linkedin, Twitter and similar sites rise, people can’t help but see opportunities for advertising and marketing in general.
In many ways it would seem to be ideal. We’re trying to build relationships, after all, and these sytems embrace relationships – actually they depend on them. They are measurable in many ways, viral, or potentially so, and are cheap.
The problem is that their success is their downfall. As they become more popular their use is increasing limited in business environments.
As the economy crumbled and people feared for their jobs social networking has become more popular to build an insurance policy against a layoff. Folks who have ignored networking for years are suddenly getting interested. Of course in tough times companies work harder to eliminate waste, and activities like social networking are often viewed as waste. It’s silly, as networking can be very powerful, but we’re dealing with perception here, not reality. Apparently when a company networks it’s powerful, when an employee networks it’s waste.
The ironic part is that the same companies that are banning these sites are probably starting social media campaigns. They hope to woo customer personnel to join their networks, read their tweets, and generally be good pals, all to the benefit of the bottom line while at the same time they’re denying their own employees the ability to do the very thing they ask of others.
How long do you think this will last?
Social Media Has 18 Months…
I predict that within 18 months the use of social media on company networks will be banned by most of American business, and the participation by business people during working hours (and thus the 80-90% of the marketing value of social media) will collapse.
When this happens, it will change. It will become far less focused on companies, and lot more focused on individuals. As people lose the ability to administer their networks on company time or with company resources, they will also lose the urge to use their networks to company benefit. If you’re busily trying to keep your Linkedin page up to date at 10pm, are you going to worry first about how you’re representing your company, or yourself? When you’re sitting at your desk you’re far more likely to keep the company’s interests in mind.
Similarly, when your participation in these sites comes purely at your own expense, are you going to follow your vendor’s or customer’s pages, or stick to family & friends?
I hope I’m wrong.