Старата поговорка на широкообхватните медии е, че очните ябълки = пари. Погрешната логика, която е общоприета днес, е тази още очни ябълки = още money. We’re seeing social media sites like Digg, Моето пространство и Facebook плато и дори свиване на участието.
I’m confident all of these sites will push back and tell you that they are growing in the number of очните ябълки. That’s actually не good news. If participation is plateaued or waining and the number of users is growing, there’s a message in the math! The average user is spending less time… or an increasing number of users are abandoning the service altogether.
The temptation to grow huge is always there… more eyeballs can bring more money. However, the longterm risk of more eyeballs can bury your site’s popularity, or make it a huge target for SPAM. These sites should have been more prudent in analyzing the growth of their site versus the impact on existing users. Had they done so, they may have figured out that, to maximize profit, there was a правилен размер на техния сайт, за да не се простират отвъд, вместо да продължават да търсят растеж.
Urban Blight = Blight от социалните медии
The problem is pretty basic, it’s urban blight. When I lived in Phoenix, Arizona for a year I read a lot about the urban blight that was taking place. Back in the late 80s, the suburbs of Phoenix were growing at such a demanding rate, that no one could keep up with the core – downtown. As neighborhoods became overly packed and traffic became a mess, people moved to newer neighborhoods.
These new neighborhoods had new schools, new homes, more land and trees, and great neighbors – not to mention clean air and lots of room to move around. You became closer to your neighbors… since they didn’t move in and out all the time… attending social events and talking over the fence.
Applied to Social Media, I believe we’re seeing the same thing happen. The core of Digg is experiencing blight right now – the users that helped create the service that became so popular are becoming disenchanted and are searching for alternatives. With MySpace, the answer was Facebook. Now Facebook has grown as large as MySpace and the same plateaus are occurring – this time at rapid speed.
Where’s everyone going? I think the answer is the onslaught of микро-мрежи изскачащ. Хората изоставят центъра на града и се изселват в предградията.
Посланието за търговци
IMHO, this is great news for Marketers. Utilizing broad-based advertising techniques that reach a lot of eyeballs (but little buyers) is becoming less popular. Finding micro-sites that meet the niche you wish to reach is becoming more popular. Personally, I’m getting many more solicitations on advertising revenue for niche sites I run, like Морски ветеринари.
The time spent applying marketing campaigns across all these sites may make up the difference in cost of just the ol’ партида и взрив техники, обаче. Риболовът с динамит беше лесен, но се оказва вредна тактика в интернет. Това изисква от търговците да променят тактиката си, изисквайки от тях да работят по-усърдно върху правилното съобщение в точното време - както и да изграждат страхотно онлайн присъствие с изключителна репутация.
Никой не каза, че ще бъде лесно!