Social Times - Latest Comments in Next 6 Months Will be Transformative for Social Web

Re: Next 6 Months Will be Transformative for Social Web

Martin Edic — Fri, 27 Jun 2008 16:16:58 -0000

The IPhone as a driver of social media use is a fascinating situation because the participation moves out into mainstream everyday life. Unlike other mobile platforms, it has a desktop- level OS and a full-fledged browser that doesn't require mobile-specific web design. This combined with always-connected status means people are going to use their iPhones as their primary connection to everyone else.
For marketers this creates an upheaval. The savvy ones will immediately start trying to figure out an engagement strategy that improves user experience rather intruding upon it. This is the big marketing challenge and those who understand it are going to do very well. Those who keep trying to push messages down people throats with a social media advertising model are going to get hurt, IMHO.

Re: Next 6 Months Will be Transformative for Social Web

Guy — Fri, 27 Jun 2008 11:13:38 -0000

To add to the great comments above, I believe that the biggest barrier is the lack of credibility associated with social media developers. Advertisers are not buying the promises made by social media shops, and on the odd occasion when they do buy the promises, they question the shop's ability to deliver.

In regards to your question "what do you think is the best way for large corporations to stay up to date and not appear out of the loop?"

Read this blog.

Re: Next 6 Months Will be Transformative for Social Web

laurent — Fri, 27 Jun 2008 10:45:45 -0000

To my knowledge, most corporations aren't ready.
As you said it's a big change for a big co. Some individuals are trying social media for say, marketing, but they don't have support of middle management, it's not a priority and they're already busy doing what they've been doing for so long. To me these are the factors slowing down the move of big co toward social media:
-skepticism
-lack of understanding (where/how to start, what's important...)
-time commitment (not a priority yet)
-individual voice on behalf of org vs institutional messaging
-too many options/changes fast/not comfortable with the tools
-ROI not clear
-lack of strategy
It will happen but as always with big 'cultural/people' change, it will take more time than we think it should.

Re: Next 6 Months Will be Transformative for Social Web

Justin Thorp — Fri, 27 Jun 2008 09:43:43 -0000

For the last 10 years, it's been an exciting and transformative time for the Web.