This week, we're talking about social, social and more social. What it means for entertainment and media companies. Why you may not want to get too attached to Facebook. How Google might be botching it (again). And some practical advice and provocative questions for marketers still struggling to get social right.
Enjoy this week's Five for Friday. And then get out there and enjoy Cinco de Mayo.
Lights, Camera, Action: How Social Media Changes the Entertainment Experience
Social media is having a measurable influence on the ways people are consuming their entertainment and sharing it. While most are still more influenced by traditional marketing when deciding on which movie to see, for instance, they are increasingly using social networks on their mobile devices while watching that movie -- in theaters. It’s a strange form of multimedia multitasking that has generally been portrayed as the effect of shorter attention spans for younger people. But it might actually reflect our growing ability to pay equal attention to many important things at once. Hmmm. The point is that social media is not the distraction point, but the connecting factor for many forms of entertainment. It should be leveraged, not ignored.
Here's Why Google and Facebook Might Completely Disappear in the Next 5 Years
Facebook and Google are titans of the Internet, but could they eventually become the victims of their birth-generations? The article goes on to explain that, when filtered through sociology and when viewing the corporate landscape as a sort of ecology, companies are subject to the quirks and traits of their heritage and starting point. Not unlike how a Baby Boomer or Millennial is to hers. Maybe the “older generation” of Internet companies can’t ever fully adapt and adopt the new laws of the land (social, mobile, location-based services), despite constant efforts to “innovate.” Perhaps it’s just a matter of time--despite money, leadership, and past successes. Facebook still has no idea how to successfully monetize mobile. Google+ has, so far, been somewhat unsuccessful in entering the social realm that Facebook succeeds in. Neither one is native to mobile, and that’s where the world is headed, fast. So read that headline again and ask yourself just how crazy it sounds.
Hey Google — your G+ desperation is showing
On the topic of Google, a short but worthwhile sentiment: The G+ social network is getting seriously hungry for some action, and their efforts to fully integrate the network into all aspects of Googledom are starting to irk some users. With the addition of a G+ like button on all YouTube videos replacing the familiar thumbs-up icon, social media celebs are openly calling Google on their very shameless play. The lesson here: Even Google needs to step back and take a hard look at their strategy and what their users actually want.
6 New Maxims For Social Marketing
Here are some good takeaways for companies trying to get “social”: Your customers have many constantly-expanding networks on social platforms with which to share content and, potentially, your content. Find creative ways to appeal to people and let them bring you into their conversations. Stop relying on old measurement techniques when gauging success on social--it’s more influential than you think, and numbers still can’t reflect the cross-platform sharing that goes on. Don’t get distracted by ROI tunnel-vision. Work on making a real investment and connection with what interests your audience. Finally, don’t just funnel your customers’ thoughts about your product or service into a dead end--put their feedback to good use, find ways to address their concerns, and make it a priority to really consider your audience before acting.
And 6 Questions All CMOs Need To Ask Themselves
A short checklist for CMOs and VPs of Marketing. Ask yourself: Am I contributing anything of worth to my customer, or simply throwing shameless promotion at them constantly? Am I interacting meaningfully with that nice, big number of followers, or just finding new ways to build it? Am I telling an engaging and dynamic story with my content?