Substance in Social Media

Funny is how people now-a-days are considering Social Media, the BIG thing now. Where-as it was a big-thing a long back ago, maybe 3-4-5 years ago. Now, it’s the only thing. Developed or Developing countries, all are fairly in touch with Social Media whether they like it or not. I won’t be surprised if you don’t find a single 50-year old or a 5 year old who hasn’t heard about Facebook. This has nothing to do with popularity of Facebook but the way Social Media has evolved over the years.

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It gives me goose bumps to think about the year 2020 or let’s talk 2035. It might take another level, it might vanish totally.Considering ‘Mark Zuckerberg’ who built the Facebook platform in one night, donno when next of his kind can pull of the one-nighter. The ultimate conclusion drawn is “WE DON’T KNOW” and the one who says “I KNOW” is probably a noob or lying in your face.

big-data-cloudSubstance in Social Media is not about Big-Data anymore. Tell me one company who needs to have Big-Data or to who Big-Data is useful? Everyone demands Unified Data. Social Media agencies are increasing exponentially, but do they have any idea what are the projects of Social for 2020 – 2035? Answer is ‘NO’. Why? No one cares, it’s hot now, let’s get on to it. Let’s get on trend. Implications are on the giants, local giants and segmented companies. Consequences, they don’t prepare well for.

I’ve seen a no. of Social Media reports now (well, you can too, just google them). I can tell you in crystal clear words, only one of ten reports have some substance and have projections related to near future. I mean, come one, if you gained 100 or 1000 fans on Facebook, how is it going to help you? Did you ever wonder, the pages which have over a million fans, how much engagement is there on their pages? If not, go and check.

Brand Influence

So if you are an agency, what exactly are you telling your client? Just a pie chart of his coverage? Or just his fan/ followeracquisition? Do you honestly think, it’s of any substance to the client or his requirements? Do you even know what are the right metrics? Well, in some cases, the client also doesn’t pay attention even if you write the script of the movie Matrix in it but in some cases the clients are going to grill you.

Whatever might be the case, on a broader perspective you need to question each page of your publisher. You need to question each metrics, each number on your pie or bar graph. That if I am telling the fan acquisition increased, why did it happen, what made it happen, what kinda post is likely to produce a similar impact on the Social Channel.

Social Media is not a business. It’s a subject or allow me to put it as a chapter under Brand identity. Regardless, it has to be in conjunction with ‘Marketing, Branding and Communication Strategies” of the client. Hence, if you just run after numbers in Caught in the wrong job2013 {After 6 proper years from evolution of Social Media}, in my language you’re just another man/ women caught in the wrong job.

There’s something for everyone on Social Media, has to be.