Will digital platforms learn in their old age?

In the past week, I've done four speaking engagements, some with my colleagues at THP.  Included in the audiences were students, journalists, PR professionals, small business owners, folks from non-profits, consultants from all walks of life. 

A pretty good mix of people. Some of the focus was on journalism and public relations but in all cases social media was in the forefront.

In all cases though, the message back to me is clear.  We are now in the "mature" phase of the social/digital/online thing we're living though.

Some observations:

  • We asked a room of small business/non-profits/consultants of they were managing their organization's Facebook presence.  Last year less than half would have said yes.  This year they ALL raised their hands.
  • We asked the same question about Twitter.  Last year maybe two or three would have raised their hands.  This year ALL of them did.
  • ALL of them where active on LinkedIn
  • Some were managing their organization's YouTube and Flickr accounts.  Last year most of them couldn't have even spelled Flickr.
  • Journalists are using Twitter to break stories (not a surprise but always interesting to hear)
  • College students have a much higher level of understanding not only about the platforms and technology but only about their importance to the student's future and vocation.

All very exciting.  But also the beginning of a cautionary tale.  I know I've been beating this drum a little.  Make way because the banging is about to get louder.

More than one person on the business side told us stories about how it used to be easy to get fans on Facebook and get folks to comment.  But now after reaching a certain level that feedback has stopped.  The same on Twitter.  They are finding it harder to start and maintain blogs.

In past posts I've talked about the need to ramp up cross-promotion across all marketing platforms to kick start your engagement levels.  I've also mentioned that it's time to increase posts to your Facebook wall because of the increase in speed on most people's personal walls.  If they blink, they will miss your post so frequency, once a nuisance, is now more important.

In addition, Facebook ads are becoming a necessary tools to grow a "like" base.  Again, social isn't viral anymore.

All these platforms, Facebook, FourSquare and Twitter in particular, had better listen closely.

They need to make it easier for all customers, not just the big brands, to create ads that grow fan bases, create landing pages that engage, create identities that break through the clutter.  If they don't they will lose this increasingly frustrated marketing common man who will then go searching for the next big thing.

They will become TV advertising, only catering to those who can afford it and not reaching an ever-growing number of folks who just decide to fast-forward through it.

It isn't too late but the time is fast approaching.  It is our job as communications pros to help clients navigate these platforms and help them build communities.  Our job is more exciting this year compared to last, but it also challenging and it will also take more time and resources (money) to break through the increased clutter.  We also need the people behind the platforms to create ways to make it easier for all of us.

Would love your thoughts and comments.

Jon Newman

In 2002 Jon cofounded The Hodges Partnership and has helped to grow it into one of the country’s largest public relations firms (based on O’Dwyer’s annual rankings). Jon has taught communications as an adjunct professor at VCU, speaks regularly at conferences and meetings and blogs and tweets about public relations and marketing issues.

Read more by Jon

Leave a Reply

Your email address will not be published. Required fields are marked *

Sign up to receive our blog posts by email