THE COMMON ORIGIN OF SOCIAL PLATFORMS:

TO ENCOURAGE

  1. CONNECTION (people you already know)
  2. DISCOVERY (new connections)
  3. SHARING (especially on FB, Twitter, YouTube, Pinterest)
  • Social platforms want to be inseparable part of our life! 
  • Every step of the way they encourage more connection, discovery and sharing 
  • KEY: Platforms were not monetized!

 

WHY WE SIGNED UP

  1. Connection (family & friends)
  2. Discovery (new friends, brands, ideas/content)
  3. Sharing (who doesn’t love sharing videos, memes, jokes, inspiration, etc)

 

THE EVOLUTION

  • Social platform owners have optimized the platform for greater connection, discovery, and sharing 
  • and serving targeted ads!!!!
  • the difference, the platforms are MONETIZED!
  • not just ads…. targeted ads. that’s what they pride themselves in!
  • there is a very delicate balance between optimizing the user experience, and optimizing for ad penetration/performance
  • they MUST make money

WHAT PEOPLE TURNED SOCIAL MEDIA IN TO: selling, shopping, promoting, brand building

STEPS FOR BUSINESS BUILDING IN SOCIAL IS NOT THE SAME AS RETAIL

  • unsuccessful marketers/influencers treat social media like it’s retail
  • in retail simply walking into a store is a signal that you are considering buying… or open to marketing messaging
  • marketers and business builders are having a tough time because they think just because someone started to follow their account they are open to buying and marketing messages.