organized chaos:current state of social business communication
whats inside:•Social in the context of org communication.•The state of social today.•What might come next?
there is a gap...between what the industry perceives can/should be donewith “social media”and what people actually do as social human beings.The term “social media” is misleading. rather thanprovide a single definition, let’s breakdown the conceptby discipline:•Social Networks•Paid Social Media•Earned Social Media•Social Media Engagement
Social Networks online services like Facebook, LinkedIn, and Zoosk Paid Social Media ad units that incorporate social context Earned Social Media additional impact from shares, mentions, or referrals Social Media Engagementresponding to, and interacting with people outside of the organization
how we got here: “Social”Face-to-Face Mass Media Media (WOM Media .?. (WOM) (WOM undervalued) overvalued)
What has been proven has just scratched the surface of how context can improve online advertising performance... Understand the Value of a Social Media Impression, Nielsen BrandLift: 2010.
organization around social communication:The truth is that activating a social program requires a significant investmentupfront (efficiencies are gained over time). It’s difficult to adequately fundprojects where the entire scope isnt identified in the beginning. We can plan tooccur costs according to three buckets:Soft costs:Client educationHard costs:Response (need for monitoring)New roles (ex: community manager)Future costs:When existing social technologies are leveraged, we assume risk given thatdevelopment is done indirectly with a third-party platform(s). When thatplatform evolves, and it will, it could directly impact (or break) the build.On-going attention from a continuity perspective is required given socialchannels are “always on”. The industry must realize that society doesnt evolvearound our campaign timeframe.
what might come next?How can we predict what to invest in?Here are two (extreme) theories to consider:•Singularity•Emergence
singularity.This theory is based on on Moores Law which wasidentified by Gordon Moore in 1965 (co-founder ofIntel).Here we observe that the exponential growth ofcomputing power (smaller, cheaper, and faster) willbring radical, irreversible change.The singularity is a point in time when ourtechnological creations could exceed the computingpower of human brains...
singularity.If this accelerating rate of technologicaladvancement holds true, the landscape will changesignificantly.What might this mean for the future of marketing?Implications suggest to avoid allocating significantbudgets on identifying "best practices", or crackingthe code of "Facebook marketing".
emergence.Organization can form even when there is no clear leader.Although individual entities appear autonomous, thegroup as a collective unit functions in a structured way.Colonies of ants illustrate this concept in nature. Theredoesn’t appear to be a “queen ant”.Cyclical trends in fashion is an example in society."Conways Game of Life" illustrates the concept ofemergence when we add technology as a programaticlayer...
emergence.The “Game of Life” is designed around the followingrules, regardless of the initial state:•Any live cell with fewer than two live neighbors dies, asif caused by underpopulation•Any live cell with more than three live neighbors dies, asif by overcrowding•Any live cell with two or three live neighbors lives on tothe next generation•Any dead cell with exactly three live neighbors becomesa live cell Scientiﬁc American 223 (October 1970): 120-123.
emergence.What this may mean for marketing and creative professionals isthat there is no "silver bullet" to discover among the piles ofavailable online behavioral data.Looking at the typical patterns of “Conways Game of Life” weobserve that regardless of the interim condition, the outcome isone of three states...•Complete disappearance, because the cells were too sparse andall of them died.•A stable configuration in which the living cells can not die, butcan not spawn new cells either.•Ripples causing a series of "blinking" cells that live and die in thesame pattern again and again.