Et Al / Social Media

Are You Ready for the Next Social Media Fallout?

I found this blog post saved as a draft from last summer. These musings are still relevant to the social media marketing climate today, so I made a few updates and shared it with you. Enjoy! — sja

What "strategery" have you put in place for your social media marketing?

What "strategery" have you put in place for your social media marketing?

Charles Arthur wrote “What Has Happened To All the New Social Networks?” for The Guardian last summer, and after reading it, I took down a few notes:

  • Where are the new social networks? Maybe I’m remembering incorrectly, but it seems to me that new social networks were popping up every day just a year or so ago. Twitter was the last Big Thing to capture our attention, and while FourSquare and Gowalla are growing in popularity, they still haven’t reached a critical mass. Heck, even I haven’t bought into FourSquare or Gowalla (though I am seriously giving it some thought and keeping these sites in my range). [Since I initially drafted this post, I have joined FourSquare and Gowalla, but they still have not reached critical mass.]
  • When is the next social network going to die off? Facebook users don’t like Facebook, and Twitter isn’t a money maker. We know this, but as social media marketers do we have a plan in place in case there is a mass exodus from these or other sites? Don’t think it can happen? Look at MySpace.
  • How do I prepare my clients for social media fallout? The truth of the matter is that as social media marketers, we cannot rely on the tools–the Facebooks, the Twitters, the LinkedIns–to guarantee success. We must always have a strategy to withstand any outside failures we face and to embrace any new opportunities that come our way. It’s that strategy that serves as a foundation, and on it we build our brands with the tools given to us.

As I continue to grow as a social media enthusiast and learn the fine art of “strategery,” I’m excited to work with companies who want more than to “get on that Facebook thing” and lay a solid foundation for the social media efforts with a real strategy.