Social media / social networking has obviously taken the Internet by storm - individuals continue to flock to it, mainstream companies have developed marketing strategies to leverage it, budgets once assigned for traditional marketing campaigns are now starting to be used in social media experiments and sites/services like Facebook and Twitter continue to enjoy growth (and are challenging other traditional players like Google). In one of my most recent client engagements, students in high schools were viewing email as no longer relevant, as all their communications were occurring via Facebook. The social networking paradigm is transforming things in a major way.
It won't last though.
Yes, in one way, I threw that statement out to get a reaction, but I'm serious, in a certain way. The utilization of these social networking tools will continue, but the sites/services themselves as destinations aren't going to last. The reason for this is that sites like Facebook and Twitter are really becoming platforms that others will build atop.
Let's take Twitter as an example to illustrate what I mean.
At the highest level of transformation that is going to occur, we are seeing that every service, site and tool is building a hook into Twitter. I'm hardly surprised any more when I see a tool I've been using that suddenly let's me "Tweet" from it. Even the video games that my children play allow them to link their Twitter accounts so that high score, awards and level completion can all be automatically Tweeted. Applications over the next twelve months will continue this trend and we should be surprised to find mainstream apps like Microsoft Office will start to include this functionality into.
This integration will of course continue to push Twitter towards becoming underlying infrastructure that allows for social networking to be enabled across other tools that people use. Sites like Twitter will become like "the internet" because when the famous "www" was introduced and the web itself was born. The internet enabled the web. Twitter will enable social networking. Just as the web sits atop the internet, so too will other innovative tools and services end up sitting atop Twitter.
People are going to want the social networking functionality, but it is going to have to come with content & context. They are going to want value. An excellent example of this is Sprouter. By registering for Sprouter, you are tapping into a community. In this case, it is a community of entrepreneurs. If you are a start-up, you get access to a valuable pool of resources that would be otherwise hard to tap. Through Sprouter you get connected to people, ideas and events that are of interest and of value.
When you are logged into Sprouter, you are presented with a question "What are you working on?" In this regard, it's paradigm is similar to Twitter. You update your status and the people who are following you see that update. It is a like-minded community though, and so the updates of status are targeted and hence, in my opinion, provides a greater degree of value. Why? The social networking that is going on is of benefit directly to start-ups and entrepreneurs. That social networking is coupled with real world events/meet-ups, newsletters and other things that start-ups need.
Sprouter's founder, Sarah Prevette, is giving us a look at what the future of social networking will be. In my opinion, over the next couple of years, sites like Twitter and Facebook, while still existing, will have faded into the background. Everything will hook into them, but they won't be destination sites. Instead, sites / services of interest will be where we will congregate and socially/professionally network, leveraging the foundation that Facebook and Twitter have laid down.
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