Social Media
Social Media is the term used to describe devices that help embrace or facilitate the human to human interactions. Informally, Social Media is the collection of blogs, social news and social networks that help foster and allow people to communicate with each other. Examples of social media that works, is MySpace, AIM, Facebook, Digg, and even e-mail (partially).
While there is very little effort a person has to invest in order to participate in "Social Media" (they just need to have fun and meet people) on social networking Web sites. It can be a bigger challenge for companies to capture users in a positive -- sustainable -- way. No, my advice doesn't live in a PowerPoint deck, nor will I necessarily write a whitepaper on it. I've had many curious business professionals approach me and ask: What is Social Media?
Often, I'm left speechless because I've never really explained it and haven't really come to terms with it myself, which I hope page should help explain. It's for people who want to know what Social Media is, how it benefit them and share some of the barriers that can happen in the process. Bear in mind, I fully support Web 2.0, Social Media and other new technologies; however, it's not prudent to drink the Kool-aid without knowing what's really in it. ;-)
Social Media is primarily comprised of three big components (but there's also some grey area, too):
- Facilitation/Architecture
- Engagement/Ease of Use
- User Experience/Perceived Value
Facilitation & Architecture
Facilitation and Architecture are major components of Social Networking. Many successful Web sites build their site around dynamic data. A lot of these sites are simply using the data that user's provide (albeit with a little bit of content programming thrown into the mix). Their Web server technology is built to scale. Not just offer intuitive features, but seriously is able take a pounding. MySpace probably best uses caching services for their content to make sure the Web site loads quickly. The primary objective of a successful Social Media Web site is to help connect users, then to provide content. If you can do both, then it's a win-win-win for everyone.
Engagement & Ease of Use
Engagement and Ease of Use are important to Social Media because it defines whether a site will live or die among users. Engagement is a considerably vague term, but what it means in this context, "Is there something for users to do?" If there are compelling features, then great you got one leg up. You want to provide content that engages the Long Tail of users so all of them can participate and create content. Engagement is typically measured in PV/UV (Page Views divided by Unique Visitors). That is, a site that produced 30 PV's per UV may more successful than 15PV's per UV. Of course, you can't measure success by only metrics. Ease of use can be measured by watching the most popular areas of the site and determine if users are either disinterested or are having trouble using it. Also you can identify opportunities to improve by observing the last page that your audience accesses.
User Experience & (Perceived) Value
User Experience and Perceived Value are arguably the most challenging aspects for a Social Media Web site. With no disrespect to users, but often they don't know what they want. They want speed, but they also want features -- it just isn't that simple. What can a Social Media maestro do? They can offer a variety of features, releasing them to the market quickly (even if it's not perfect), and use the users as your pilot test. Go back and improve it and release it again. Most hassles that users complain about can be overcome if there is a lot of perceived value in the site or service. For instance, MySpace and Skype joining forces, offering free VoIP chat benefits users because of "free" and also the seamless integration with a service they are comfortable with (MySpace). Value can be established by the volume of friends, the targeted/non-intrusive Ads, safety and even user-incentive promotions. (Like those under-the-cap soda offers.)
I've got Architecture, Engagement and Perceived Value ... Now what?
Experiment! Honestly, there isn't a formula for Social Media success. You just need to upfront with your users (read: not using Press Releases), live with them, love your product and if you (or they) don't like something, change it. A lot of users these days are receptive to change, especially if it benefits them. If we could safely drive on the left side of the road to make it to work without any traffic, would you? I thought so.
Known Barriers/Challenges in Social Media:
Lack of Corporate Transparency I've seen a lot of companies think they are a Web 2.0/Social Media company, put their feet in the water and run. A successful traditional company but live, eat, breath and @!^#@$ "Social Media," Web 2.0, and learn to respect the end user. Years ago when Tim Berners-Lee invented the modern-day version of Web browsing, it wasn't meant to be ran by large corporations. His vision was that people would use it as a digital library of sorts. Don't insult his vision -- provide some actual tangible value for users.
Speed/Viral Marketing This is a very valuable double-edged sword. Just as fast as your can build your reputation; you can lose it twice as fast. What's hot today might be gone tomorrow. Understand this and keep adapting to users.
Overzealous Monetization "Designing your product for monetization first, and people second will probably leave you with neither," is a quotation by Tara Hunt. This couldn't be more true with many start-ups. They failed to provide enough value for users, and have relaxed themselves into pushing massive flash ads on user, and simply people don't go for this. A successful Social Media company will balance and [hopefully] communicate changes to their advertising or features.
Social Media has Social Problems. A lot of Web sites have been plagued by spammers, criminals and trolls. These users don't value the product or the people of a social media Web site. Only a few Web sites that have scaled have minimize the problems of spam and other network abuse; but many start ups fail to adequately address abuse. People want to use a site that is safe (or atleast responds quickly to abuse). Unfortunately, as cyberstalking and harassment increased, the leglislation hasn't evolved much.