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.