I believe there is a growing shift in the nature of social media interactions. When Facebook first started to grow, the focus was very much on making connections to people you had relationships with "your friends" (your social graph). The truth is, we're not always going to be interested in everything your friends share, think or create, especially when the definition of a Facebook "friend" is becoming blurry. As a result of this, Facebook has become a bit of a social shopping mall -- something for everyone, but not everything someone may want.
It's hard to quantify in numbers, other than showing the growth of new interest-based social networks in members and uniques, and the slowing of unique visitor growth of Facebook in relative terms, but regardless the cause, users are starting to augment and even replace their Facebook content consumption with interest based social networks that are delivering content more targeted to their interests (the interest graph). As a result, brands are now starting to include them more often in their social marketing plans.
People seem to be more willing to trade the familiarity of people they know, for the serendipity of discovering content about things they are interested in. Indeed, if you take the collective of Tumblr, Foursquare, Pinterest and Instagram, each one is well designed for these moves in user behaviors.
A biproduct of this interest graph movement is the need to involve someone in their social strategy who can understand the value of content and the relationship with the platform they will be placed on. The need for content strategy that's "interesting" (i.e. akin to user interests) is higher than ever before, and how doing a content audit to see exactly what you have to work with is critical. I coined the term "content museums" to encourage marketers to consider each piece of content for it's individual merit, and considering the social networks as the museum that they will post to.
I wrapped my presentation by offering up some tips for how to adapt to these new networks, and what content to use where to take advantage of the communities already built.
Other speakers from a wide range of industry presented tips, trends and best practices for social media:
(Originally posted on the Official AOL Blog)
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