The Infatuation With Social Media Has Ended

by Jay Deragon on 09/18/2012

Everything that gets our attention quickly sooner or later loses our attention.

The craze over social media started to attract lots of people and organizations in 2009 and rose like a hockey puck until recently. The dominate attention towards social media has been fueled by “marketers”.

“Marketers” are those that sell goods or services in or to a market, especially one that markets a specified commodity. Much of the previous “hype” about social media has come from the marketing community and from the suppliers who have proclaimed that “social media” is the new holy grail for marketers.

Pop Goes The Bubble?

From Fortune Tech: How quickly things have changed. It was just a year ago that Silicon Valley was gripped by an are-we-or-are-we-not in a bubble debate. Many of the Valley’s brightest lights took the latter position, rejecting out of hand the notion that a bubble was at hand. These were all real companies, they insisted, with soaring revenue and healthy profits. There were no Pets.coms or Webvans this time around. Perhaps. But now, with Groupon (GRPN), Facebook (FB) and Zynga (ZNGA) alone accounting for tens of billions in losses to investors, it’s a different story.

Of course, even bloodied, none of these companies is going out of business. Social media is hardly dead. What’s dead is the world’s wild infatuation with social media. That change alone could have profound implications. via Pop went the social media bubble. Now what? – Fortune Tech.

What Comes Next?

The chart on the left shows search volume for social media over the last 12 months. This shows a huge difference compared to the represented data for the time period of 2009 – 2012 above. In others words the infatuation has stabilized.

While social media may have stabilized the underlying dynamics of empowering people and organizations to collaborate, communicate and co-create is in the early stages of discovery. These interest are as natural to the human network as breathing but we’ve never been able to freely breath each others thoughts until now.

Companies cannot survive (let alone prosper) without learning to understand the very dynamics that made social media so popular and applying those lessons to organizational and entire marketplace improvements. The dynamics that are meaningful and valuable have nothing to do with marketing rather they have more to do with learning to improve things faster, better and with more meaning for everyone.

The next and more meaningful infatuation will be about learning to work together to improve everything for everybody simply because it is the right thing to do. Spending billions to push products and services onto buyers ( via social media) with the wrong message is not the right thing to do.

{ 3 comments }

Rubel Bogra October 6, 2012 at 6:35 am

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may have benefited from this article and will help me also. Wish you all the best.social media craze

Ana Lucia Novak September 19, 2012 at 1:01 pm

Oops I meant to say that using social media will NOT be an instant fix, nor generate instant results or revenue! 😉

Ana Lucia Novak September 19, 2012 at 12:59 pm

Well written article. I’ve been in the social media space since 2008. I’ve spent these past years educating and training clients that using social media avenues will generate an instant set of results, revenue or act as a quick fix. It’s like slapping a bandaid over a severe cut and hoping the bandaid will heal it.

Social media marketing has its quick moments such as getting an instant response about your content via Retweets, Twitter mentions; Facebook and Linkedin sharing or Pinning it on Pinterest. Persistent, Consistent content publishing will generate SEO activity to a website and start the relationship building and nurturing thru email and offers.

Social Media continues to evolve as its become second nature to us using it to consume content and gathering info before we buy as well as technology developing ways to distribute info, specials, right into our iPhones, iPads, tablets etc TV and Print are all on board. The question is “what’s next” – how will social media evolve?

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