Social media has become an indisputable force in the marketing world, but it is evolving rapidly and often difficult to master. While many marketers have quickly become experts in the field, there are some for whom the term ‘Social Media Marketing’ evokes only thoughts of Facebook ads and promoted Tweets. If that sounds familiar, may I humbly suggest that you are doing it wrong.
A few weeks ago, I was fortunate to attend the Social Media Insider Summit, sponsored by Media Post. Over the course of three days, attendees were given the opportunity to hear from experts in the industry, including representatives from prominent brands, agencies, and technology providers. In addition to formal presentations, a series of roundtable discussions provided for dynamic and open conversations around a variety of topics. The conference covered a lot of ground, but three high level concepts stood out for brands that want to get the most out of social media: Listen, Engage & Measure.
Facebook Open (Social) Graph
Facebook recently unveiled the beta version of their next generation Open Graph API at the f8 conference in San Francisco. Originally debuted in 2010, the Open Graph Protocol was an attempt to organize large swaths of the internet via meta tags, enabling Facebook to better contextualize the content that people share and connect with (http://ogp.me).
While a very interesting concept, OGP didn’t necessarily take hold the way that Facebook would have liked. However, with this most recent iteration of the platform and API, Open Graph could be positioned to gain explosive adoption and usher in a new generation of Facebook Apps. At its core, this change enables developers to easily design and implement rich, social interactions with an unlimited set of objects, bounded only by the imagination. Read more…
As I have started to embrace the world of social media from both a professional and personal perspective, people have asked me: “Do you think social media is for real? Is it a lasting phenomenon, or just a bandwagon fad that we have hyped to an extreme?“ Not everyone asks it that way, but is a very common theme.
I have asked myself the same question, more than once. There are some easy, dismissive responses to that question, such as “it has been around for over 20 years already” or “750 million Facebook users can’t be wrong“. Fine, you got me! We can agree that it has been a long evolving trend, and that Facebook, Twitter, and social media in general are wildly popular right now. Does that prove that it is here to stay? Not necessarily, but the current explosive growth and sheer scale of adoption make it difficult to believe otherwise. But for me, that isn’t quite satisfying, because it doesn’t tell us much about why social media has become so successful. Read more…