In our efforts to try to even attempt to stay on top of the dynamics of the social networking space we consume volumes of material daily. What has become apparent in reading research, announcements and participating in numerous networks, forums and blogs is that for the most part the perspectives are wrong.
Many are writing about new networks, new functions and the pundits’ are screaming about the growth of social networking on line and in the mobile space. Additionally the marketers are all trying to figure out how to best get their brands in the middle of all this while at the same time protect their brands from wrong association. Broadcasters are now discovering social networks as a new medium for video, live TV, podcast and radio broadcasting opportunities.
The broadcasting world is drooling over the addition advertising revenue opportunities. Our friends in the technology world are coming out with breakthrough applications, collective networks, autonomous networks and things that I can even attempt to try and spell never mind try and explain. Corporations, major brands, institutions, governments and virtually ever segment of business you can imagine are launching social networks. Today alone I received invitations to six more networks I never heard of nor would I be interested in joining yet another network. Networks are popping up everywhere and some really bizarre network initiatives are being launched.
Consider the following from emarketer today: The desire to communicate about personal issues is a powerful force. One of the newest entrants into the field is an international Web site called Respectance, which is creating a virtual memorial for the dead that enables surviving friends and relatives to create and share user-generated tributes and obituaries. Ultimately, the company’s founders and investors want advertising, but they are moving into untrammeled territory while striking the right dignified tone. “This has to be handled very carefully,” said Barend Van den Brande, a partner in Big Bang Ventures, a Belgian venture capital fund that has invested in Respectance. “What you don’t want to see is an ad for a BMW on your grandmother’s obituary.”
What next, a network for those that live in the after life? All of this activity is only creating confusion for the masses while those of us on the inside of the market get bewildered by the onslaught of the chaos. Most market research is about opportunities for suppliers to the market, marketers, network operators and broadcast firms. Rarely do I see any real market research with supporting data that point to privileges and preferences from the current and future end user…..YOU! After all every possibility about social networking should be aimed at enhancing my life experiences. Connecting with those I care about, conducting task in my daily life, personal and professional, and doing so more efficiently. Again and again,
it is all about YOU and what you can do and with whom.
Reverse thinking is required for if the pundits, marketers and researchers are to truly understand the power available to US if the suppliers could every align their thinking and efforts around YOU, not THEIR INTEREST.
As someone told me once long ago…
always start and end with the customer in mind and you will always win. So to those network operators, market makers, technology suppliers, marketing firms please hear this one thing….
What will your idea do for me, the end user and content creator?
What say you?
Jay is one of the few really deep-thinkers about both the socio-cultural implications of social networking as well as the practical business application across a range of industries and sizes of business. Jay challenges me to “up my game”.” July 21, 2007 Scott Allen, Coauthor, “The Virtual Handshake: Opening Doors and Closing Deals Online”, http://www.TheVirtualHandshake.com
Mr. Deragon is consider one of the leading experts in the emerging market of social networking market. He has studied numerous platforms, features, functions and the markets behavior. His analysis and findings conclude that this space has tremendous potential for individuals, companies and entire industries. There is an art and science to social networking that requires constant learning as the market matures. To read more about my discoveries and findings check out my blog.
Mr. Deragon was previously Chairman of XSVoice, a mobile application company that provided technology for live and on demand audio broadcast to mobile devices. see http://www.relationship-economy.com
Tags: branding, networks, relationship economy, social advertising, social media, social networks
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