Tag Archives: linkedin

Google+ is a Search Friendly Facebook Do-Over

PC Mag’s July 2011 poll indicated that user dissatisfaction with Facebook is at such an all-time high that up to 50% might be willing to abandon the social network.

I read a thoughtful statement regarding this on Social Media Today by David Amerland: “Loyalty is a myth. Like banks and supermarket chains discovered in real life, the public is notoriously fickle, using whichever service gives them the most of what they want in a particular moment in time.”

Brand loyalty is more tenuous than loyalty to a social network. Granted, Facebook is a brand, but in a different way than Crest or Tiffany is. If anything, the high disapproval ratings of Facebook for its privacy policy and other flaws suggest that people use it because it has a monopoly, it’s all they know, and it’s convenient since everyone else is there. That’s a recipe for losing market share.

Force of Habit

Best of Blondie album cassette tape and caseAssuming that because Facebook has 750 million users, it will remain ubiquitous is naive. Plenty of widespread, hugely popular, go-to platforms have been abandoned en masse for the BBD (Bigger Better Deal). As Chris Brogan said on Six Pixels of Separation episode 262 when Mitch Joel asked if people would port to a new platform, “Two words: Cassette tapes…. There’s a new format in town. You kind of adapt or you find yourself saying “Wow how come nobody’s in my top 8 on Myspace?”

I don’t see Facebook going away yet, but Google+ will infiltrate Facebook’s market share over the next couple years. When Google+ incorporates businesses and brands, it will explode, as long as beta maintains such high growth.

Google Plus square black and color g+ icon

Search

Content you post to Google+ is search-friendly. If you are promoting a brand (your personal brand most likely at this point), every Google Plus update has the potential to put helpful notches into your SEO belt. Since search is increasingly social search, status updates on a search-friendly network will be more valuable than those on Facebook.

Web 3.0 Big Bang and Crunch – Part 2

In 2007, a  reporter asked former Google CEO Eric Schmidt an “easy question:” What is Web 3.0?

After some grumbling about “marketing terms,” Schmidt obliged, saying that, to him, Web 3.0 is all about the simplification and democratization of software development, as people would begin to draw on the tools and data floating around in the Internet “cloud” to cobble together custom applications, which they would then share “virally” with friends and colleagues.  -Rough Type, What is Web 3.0?

matrix_code_web3.0 humans standing in The Matrix dataWeb 3.0 Vision
Already in motion, the no longer air-quoted Web 3.0 will be the Internet’s vast data semantically linked to generate a highly efficient, customized user experience. Even physical objects like food containers will have an online address. (We can see early iterations of hardlinking with QR codes right now.) In 2010, farmers began receiving data from cattle transmitting gigabytes of biological and geographical status updates. Your home will become more communicative, with electricity and water usage data sent to the cloud. TripIt will talk to my Brinks Home Security account when I’m on vacation. Don’t be afraid, this is progress. Knowledge is power. AI can be good. The semantic web facilitates machines to understand the meaning of information online.

You will be continuously logged in, not having to re-enter passwords. Sharing with a friend will pull the contextually relevant contacts from your list, aggregating your address book, social network, and suggested second-degree mutual friends.Bar graph of advertising revenue from user-generated content from 2006 to 2011 Today, user-generated content (UGC) not only constitutes an increasing amount of online data; it affects consumer behavior more than advertising does. In April 2011, “people who read customer ratings and reviews for Dell products [were] 138% more likely to make a purchase.”  UGC will inform even more information and behavior. However, the format will change skins and become more concise.

We have largely unnetworked, unlinked data. It would be an historically accurate prediction to expect a micro crunch from the exploding conversational and social Web 2.0. But can you envision a trend reversal of the send-happy, prolific publishing of the average Facebook user’s 90 average pieces of monthly content? Google+ indicates a step toward Web 3.0 because it aggregates data and is cloud. Google Plus may seem similar to Facebook, but in key ways is a departure and progression.

We’re going to the cloud and bringing inanimate objects with us. Once there, micro personal status updates will be overshadowed by immense opportunity. On the current trajectory, I predict that this shift will seem like a big bang, but comprise small behavioral crunches. I.e., we will seem to share much more data, but it will be more 0’s and 1’s and less OMGs; more meaningful bytes overtaking 360 billion pieces of mostly banal user-generated content.

Web 3.0 Big Bang and Crunch – Part 1

Over the last few years, hundreds of millions of ordinary people have become online content creators. The Internet used to be a one-way street of consumption (Web 1.0 when advertisers sold to users), but now it’s a conversation where even the most lay users publish and user-generated content (UGC) rules social and consumer activities.

As of July 2011 on Facebook:

  • Average user creates 90 pieces of content each month
  • More than 360 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each month
  • In 2010, Facebook revenue from user-generated content = $1.860 billion

Social media lends users networked, searchable content megaphones. User empowerment as publishers has become quotidian. Note the great reduction in censures berating the narcissism of content creation. People who still think Twitter is stupid or for alerting folks that you’re driving to work are considered ignorant and are becoming a minority (and that was in 2009).

Big Crunch Big Bounce Theory cycle space image
Image courtesy of science.howstuffworks.com

But let’s not forget that (theoretically) since the beginning of “time,” the universe, earth, and this planet’s inhabitants from large to microscopic have existed and died in a series of bangs and crunches. Expansions and contractions. Even in human birth, the body contracts and expands to give life to the new.

Our shared egos and stories, our willingness to accept new fads and to dive head first into change can only hurtle with increasing velocity for so long. Eventually, the asteroid hits and kills the species, the glorious empire falls, the plague wipes out the population.  The bang and crunch cycle is macro and it’s micro to the point of imperceptible, compounding tendencies away from the status quo.

The shift won’t be crunchy (instant and dramatic) but more of a slow crinkling, like an irksome moviegoer’s candy wrapper sliding between sticky fingers for the entire film.

In Part 2 of this article, I explore the shift from Web 2.0 to Web 3.0, the Internet of Things (IOT), a semantic linked data network where the Edy’s in my freezer, my Yelp review of a local frozen yogurt joint in Decatur, GA, my Kroger card shopping history, my upcoming Vermont country vacation near a dairy farm, and my recent viewing of an ice cream sandwich recipe on cookinglight.com synchronize. That is exciting.

Don’t Branch Out on Facebook

It’s where relationships die and drama is spewed. High schoolers use it to cyber bully. It also functions as an ad platform where you can be targeted as a consumer based on minutiae of personal details you give away in your profile. It’s not the place you want your resume or job hunting efforts anywhere near.

Facebook Branch Out Career Networking on Facebook green logo I first heard about Facebook Branch Out on my friend Melody’s Facebook wall. Her friend Rachel had invited Melody to Branch Out. My split second valence reaction: Gross.

Caveat: I am a LinkedIn purist.

Odd: I typically encourage competition (heralding Google +1 for simply existing)

Reasoning: Branch Out challenging LinkedIn is like community college Division 3 athletics taking on the 1990s Michael Jordan Chicago Bulls. Here’s the Wall conversation:

Dennis Rodman and Scottie Pippen and Michael Jordan high five on the court Chicago Bulls 1997
These are professionals.

Rachel: Its a professional networking site (so like LinkedIn), only its on the FB interface, which obviously reaches more people – that, of course, is its advantage. It is just getting off the ground so I haven’t played around with it that much, but feel like it is likely to replace LinkedIn in this area for the reason mentioned above (also because I think it will have better functionality bc the FB ppl are better at social media..). Hope all is well!

Melody: Em’s a social media person–thoughts @Emily Binder? My hesitation is that I’m not sure I like the idea of mixing fbook with business. I guess I’m at the cusp of needing to make all my sm profiles 100% work proof. Deleted my personal twitter yesterday after a social etiquette seminar….

Emily Binder: Where to begin… Facebook is not LinkedIn and never will be. (By the way, I’m not a guru.) Unless your personal brand is a page, not a profile, you are not on Facebook to represent yourself to the business world. If this is the main reason you’re on social networks, then just hang out on LinkedIn. LinkedIn reaches 100 million+ members with targeted interests. Sure, Facebook reaches more, but for professional networking and exposure, you don’t want to reach the majority of them, trust me. Continue reading Don’t Branch Out on Facebook

Alamo Drafthouse Case Study: Angry Tweets on Private Steroids CRM

Whoever runs marketing at Alamo Drafthouse cinema in Austin, TX is a CRM rockstar. This video is fantastic: Listen to a real recording of one angry customer’s voicemail left for Alamo. It’s a Twitter complaint on private steroids. (Well, it’s not private anymore.) Maybe marketers should be grateful that Twitter only allows 140 characters of a diatribe like this. (Warning: video contains some profane language, NSFW):

Alamo phone girl’s audio complaint brings to life who is really behind so many of the potentially devastating online grievances that customers haphazardly hashtag and hurl. Many online brand bashers are (unfairly) disgruntled customers reveling in their newfound bitching megaphones: social media. But if your brand can turn it around, you win: Why a Negative Review Might Not Be So Bad After All.

angry customer sour faceIt’s easier than ever to find product or service reviews. But remember, now that we’re all publishers of content, some individuals suffer from an exaggerated sense of entitlement and they’re shouting with their tails between their legs. Our brains are wired to be defensive. (I.e., if you don’t read the fine print or follow the rules and then you suffer the consequences, don’t blame the brand; just avoid its unacceptable product or service in the first place.) Alamo Drafthouse spun this negative situation into a free, funny advertisement that reinforces their brand and strengthens their community.