Social networks have deeply impacted the ways in which we connect with others, gather news, form opinions, spend our money and interact with the wider world. Yet, in the glut of incessant tweets and selfies; amid the vying for likes and shares; many people are experiencing social media fatigue and walking away (sometimes with great difficulty) from social media.
Taylor Casti of the Huffington Post says, “Facebook is the cigarette, the “bad habit” many are trying to kick.” The same can be said of other social media platforms. And yet, there is an inherent value in social networking, even if often obscured by the din. The Next Generation of Social Networking will – and, indeed, must – focus on drawing value from the chaos; value for everyone involved.
Value can no longer be defined simply as giving an equal voice to all social media users. Even the marketing and advertising potential of social media amounts to only one-sided value (that of the marketer). Data analysis and targeted advertising are powerful tools for the marketer, but are increasingly viewed as intrusive by the user. Advertisements don’t always add value to the user’s experience.
Blogging platforms, dating apps, and alternative news sources offer a clearer sense of value to the user. Ease of use, return on investment, and a perception of impartiality (or at least a sense of shared viewpoint) are trends currently shaping the Next Generation of Social Networking.
User feedback, whether explicit or collected as a result of historical behavior, shapes product development and marketing; drives content from big name brands; influences political and economic policy; and is opening the Next Generation of Social Networking to a more diverse audience.
Value in the Next Generation of Social Networking
The Next Generation of Social Networking will allow users more input and influence, but, more importantly, that influence on the world around them will be more obvious, thereby translating into a clear perception of value.
One way in which this is developing involves social media systems that allow you to sell your data to interested parties. Other systems pay you to post on social networks. Loyalty programs offer points and discounts. You can even sell your photos for profit or donate them to a charity of your choice. These are all Next Generation Social Networking trends in which tangible value is created for all parties involved.
...in the glut of incessant tweets and selfies; amid the vying for likes and shares; many people are experiencing social media fatigue and walking away (sometimes with great difficulty) from social media.
Less Fluff, More Value
The future of social media is moving away from the emotional highs of likes and shares into a greater shared value for both businesses and users. Allowing everyone involved to benefit in a tangible way from the services, products, revenue, connections and influences made possible by social media networking is absolutely crucial to the continued relevance of social media in the future.
Market Momentum stands ready to guide your business through these changes, moving your business forward apace with the Next Generation of Social Networking. Contact us today to get started! Contact Market Momentum today.