The Underlying Drivers of Social Media Success

Author:

Michael Burke

Source:

One of the biggest challenges in social media is keeping up with the next big trend. MySpace and then Facebook, fan pages, Twitter, iPhone, Android, and of course the applications that extend across all of these. It's almost impossible for an advertiser to keep up with each and every platform and understand the best way to execute ad programs across the ever-changing landscape.
 
But, here's the deal. It's not that complicated. All of these different platforms are way more similar that you think. From an advertising stand point, each has social activity throughout and allows for brands to directly connect with people. So, when evaluating social media, it's more important to understand the value of the medium and use the platform as an enabler to reach your objective.
 
Let's compare it to smartphones for a second. Previous to the iPhone, Blackberrys were bought because they were Blackberrys. Cool. When the iPhone launched, people needed an iPhone for the same reason. Now you have the Droid and Pre, among others. Once the cool factor wears off (right after you buy it), people's attention returns back to what they really need. What phone best enables my ability to check email, type emails, surf the web, and access apps? The actual usage decisions are made upon the ability to execute their needs, not just the buzz in the marketplace. Hence, you see a lot of work being done on Blackberry while the iPhone is on display.
 
How does this relate to social media? ...