The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Sharing is not giving: Facebook's IPO and the world we'll live in
Posted on May 15th 2012
Beverly Macy, Co-Founder & CEO, Gravity Summit, has just published a bright colum for Huff Post: a Shared World:
"Facebook's IPO is this week. For better or for worse, social media has created a shared world. Everything that everyone does is increasingly online and mobile and shareable by all. In real-time.
That is both the good news and the bad news. Everyone has a voice, but it's getting really noisy out there. Too much head-spinning information creates a blur. The risk is we have more information but actually know less."
And this is true: it's now more complicated than ever to "hide" from the digital machina. If Social Media Fatigue there is, it's not because there are too much resources we're not able to process. It'd be an optimistic vision: do you read entirely a library? If not, do you feel oppressed?
There's a kind of fatigue because there's an infringement in our mind.
That's something risky for our democracies; until now, the deal was simple. We would all accept a very near Social Graph, because our individual benefits were immediate on our social feeds. I like John status, John's friends (even those I don't know) started a conversation, and it was all fun. The very first guidelines in 2006, when it came to bloggers' outreach were easy: is a digital influencer open or not to a marketing approach? It was authentic, very direct. It was someone talking to someone else. It was a PR age.
Sharing was fun because we could master it. There was a proximity between we users and social activities we were generating. And here came the Open Graph (Open for who?), as Facebook explains:
"The Open Graph allows apps to model user activities based on actions and objects (...). As users interact with your app, actions are displayed on the users’ Timeline and their friends’ News Feeds and Tickers. With the Open Graph, you’ll be able to create a deep, persistent connection between you and your users, and drive new users to your app."
In this world of APIs, it's no longer users who consciously share who shape their own experience. Amounts of users become profiles for marketers, brands, and developpers, who then transform the original conversations of people. We no longer share with our friends: we give up our data, and our right to serendipity, as our next steps in social experience are more and more controlled and forecast. The "filter bubble" does (Eli Pariser) not only reduce our knowledge, but it also makes our digital journey shorter.
There's an on-going war between Apple OS, Google Android and Microsoft. When you look at this Gizmodo map, it's the exact opposite of an open, widening world: it's a 2D map, in which Facebook decided to play the third one: the global go-between we and these 3 companies.
I sadly miss this time in which we were happy to launch our first Wordpress. In which we first thought about the economics and the end users, not the next IPO. Ha. And in this map, there's no Asia. Mind the Social Gap.