Business Killed the Social Media Star
Phew. As I sit down to write this, I am one tired lady. We’re busier than we have been in quite some time. My brain is back to trying to finish up projects in my sleep. When I come home from work, pretty much the last thing I want to do is sit down at a computer and type some more. In fact, these days, sitting outside to read, exercising, doing anything that doesn’t involve sitting at a desk is where I wanna be when I’m not in the office. Maybe you’re feeling that way too. Things are looking up. Things are getting busier. You know, those things that don’t have anything to do with Facebook or blogging or Twitter. Those things that kept you busy before social media exploded right along with our economy (one in a good way, one in a bad way).
This has been on my mind since a friend of mine noted that Twitter seems to be getting more and more quiet these days. Someone said, “Maybe more people are working. Maybe people have less time to tweet.” That resonated with me. As people are getting jobs that keep them busy, or as business begins to pick up, they also have less time to spend Facebooking and blogging and tweeting. They’re doing their work. I’m doing mine. Twitter doesn’t make the cut.
What could this mean for all of these social media platforms? Am I saying that “social media is gonna die?” Nah. I hate those kinds of posts and anyway, social media as a marketing tool won’t be going away anytime soon. But I do think “social media the fad” will be fading away as time goes on. Time spent on platforms like Twitter and Facebook will be more targeted, more carefully planned. There will be fewer chats, perhaps. Maybe even less online drama. People will be busy. Drama almost always takes a back seat where busy-ness is involved.
Maybe blogs that teach you how to do social media will begin to evaporate in favor of companies using that knowledge to do their own industry-specific blogs. Maybe the age of the social media consultant will fade back to the future, to a time when marketing consultants just bring newer tools to the table.
People may not have a lot of time or desire to sit at a computer or at their iPad and read post after post about how to tweet. They might just say, “Come visit me and give me the basics. Offline. Face-to-face.”
Maybe we are gearing up for a counter-revolution. They always happen, you know. The revolters become revolting and are revolted against. It’s a tale as old as time. Maybe people will want to use all they have learned about how to nurture customer relationships and take that knowledge back to the golf course and the nice dinner. Twitter and Google Plus may begin to seem more and more impersonal. Distant. Virtual.
These are all wild guesses on my part, of course, but I find it likely that I am not the only person who is noticing their online time dissipating. I am making sure I peek in when I can. I am maintaining my friendships. But from blogging to Twitter to the whole shebang, I am less, dare I say it, engaged.
What about you? What are you seeing out there?
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Great observant post Margie! As I got busier and also traveled more because of my girlfriend living 3 hrs away I tweeted less. And my Klout went down. And I viewed that as a good thing. I certainly barely Facebook and read less blogs than I did but since so many are key to my work knowledge I prefer sacrificing things like Facebook and G+ so I can keep reading,.
I also agree with the fad dying down and soon we will have this all as just another of many communication tools. Just don’t tell facebook or they might lose their $100b value 😉
@HowieSPM Seriously dude? If I had enough power to take down Zucky I’d have not written this post 😉
I think Klout may have a big impact on some peoples’ decisions to stay with Twitter longer than they really want to. Or, as some have written about, the sense of obligation…the sense that you need to be seen to succeed. Given limited time, I tend to dwell more on Facebook these days because it’s easier to converse and keep track of what everyone is saying. Blogs come in second for a similar reason. Twitter just seems harder these days.
Thanks for popping by!
Margie –
This is a good thing. On the one hand, I think it has to do with your observations of people being busier and choosing different priorities. On the other, I think this is a not-so-subtle signal of something even more important: the flattening of the hype curve in favor of something resembling “take a deep breath and think about this” stage. The companies I work with, especially the ones that dove into social media whole hog often without a real plan, are pulling back and reassessing in order to do things more methodically, and focusing their efforts in the places that make the most sense for them instead of OMG WE MUST BE EVERYWHERE.
I think the same is true for individuals; they’re settling into adoption and integration instead of “and this too”. By necessity that means that the volume decreases, but I also think we’ll see consistency and steadiness prevail in the coming months.
It’s not just you, it’s also a sign of a maturing market that is finally starting to find solid (and sensible) footing.
Continue to rock, please. Thank you.
@ambernaslund Hi Amber – that’s encouraging to think that the industry may be maturing. I wonder if that will clash with some of the folks who carry themselves rather unprofessionally in this space. At some point, I think the changing world of social media will require people to mature a bit too.
Oh man. Now I’m REALLY asking for it :)The hoohah over Pinterest is kind of a good barometer for where we are. A lot of people are still preaching, “Jump on this thing.” But it seems like more people have been verbal about the realistic potential of the platform. Like, for example, the fact that if you don’t make products that are easy to portray with images, Pinterest might be hard for you.
I think the real tests will be the “next big things” of the next few months. Will fewer people jump on the bandwagon? Will people not have enough time to check out yet another platform?
We shall see.
Thanks for popping by!
@ambernaslund Well said Amber…I would certainly say many are in the , “let’s take a step back and really look at this” mode…and I’d expect that to only continue.
I think it’s a combination of things: The economy (finally) turning and people have more work to do again, an early spring (or summer if you’re in Chicago), work/life balance, and a maturing digital era. We don’t feel like we have to be all on the networks like we did four years ago. When I started on Twitter, I would panic if I wasn’t there for a couple of hours. Now I rarely check it on weekends. Priorities shift, things change, and the market is getting a bit older.
@ginidietrich I agree with you there, Gini. I wonder if this radically weird weather is accelerating things a bit.
So far as Twitter goes, it seems like it’s more difficult to jump into conversations these days. Twitter is so saturated with chats now that it seems like people only talk in hashtags, and if you don’t have time to really commit to an hour (or 2) then you’re hesitant to jump in. That makes me sad because I really dig the ability to quip with people in 140, but it seems to have changed just over the last few months.
Stay tuned 🙂
@margieclayman I’ll still quip with you. Never fear!
@ginidietrich I was just about to comment that it could be an indication of the economy improving. Interesting observation about the weather–makes sense. As with most everything in life, I think balance is the key. That’s why I like this blog!
Margie, I’ve read articles that state Twitter is becoming a link exchange with only teenagers doing most of the gabbing and idea exchanging. If it’s true we’re all back to work, then what becomes of the engagement we all spoke of? I fear social media sites may become dumping grounds for our content with no relationship building and true exchange.
@LisaDanielsAlexander I’m not 100% sure it’s going that way. I do think that’s what happened with Google Plus. I certainly used it that way when I was using it. “Hi, here’s a post I wrote.” “Here’s another post I wrote.” “Oh, you wrote a post. +1.” I think Twitter is still good for conversing, but as I mentioned to Gini, most of the discussions now seem to be tied to more formalized chats rather than just person-to-person talking. It seems like a lot of people just hop on for chats and then disappear into the ether, like chat faeries 🙂
Hmmm… I guess I’ve changed the way I use all of these platforms… I stay connected with my friends, the interesting people I’ve met and built real relationships, and to learn news. I’m no longer addicted, or as @ginidietrich said, in a panic about it.
I have witnessed the “turning on the stars” that has been happening for some time… now it’s an all out free for all. But it won’t go away… it will just become like email… one more tactic.
@AmyMccTobin @ginidietrich It will be interesting to see how people evolve. So many people have spent the last five years or so building everything in their career around social media. If people start looking more cautiously at the social media “thing” or start exploring other options, these folks may be in for a very rough transition period. I hope not, but there are going to have to be some “Emperor’s new clothes” moments, methinks.
Agree with this 100%! I know I have not been feeling the social media fad too much anymore. Big reason work and being busy trying to get a platform off the ground. Amazing how that happens. I am little more targeted about usage. Secondly, my targeted use has not been too fruitful so it steadily dropping off the radar. I also come to grips that it really won’t matter. Except I wont be contributing to someone’s bonus based on impression value, like and clickthrus, but oh well.
@keithprivette I think social media can have its place for a lot of companies, but I also think companies are going to start to realize that they may really *not* need social media to do okay. In fact, they might realize that social media has just been a time-suck and hasn’t really done anything but hurt their business. Again, these might be very tough realizations and transitions, but if everyone can come out on the other side and be better for it, I think we could be in for a very exciting next few years in the world of business.
I was just talking about this the other day on my blog, too, about having less time to spend blogging and engaging in social media since because of the demands of my job – the only thing hanging in there is Twitter and that’s purely because of the platform being all about short exchanges. Since only a few of us use Twitter compared to the masses, it will be interesting to see what happens to it in the long run. Thanks.
@MissyBerggren Great minds 🙂
Twitter seems harder for me to jump into these days. I skim through my home feed but most of the time I just have time to respond to anyone talking to me. Strange how times change, huh?
Wow. And I thought it was just me getting sick of hypocritical people. I guess not! Looks like I ended up not so far off the mark.
I will say this, it’s been about 15 months for me on places like Twitter and the like. (Facebook, of course, I have been with since the self-inflicted demise of MySpace.) I sort of thought that it just lost it’s sparkle for me, but truly, I am more concerned now about building a few brands and working more feverishly toward my physical work goals. You know, the ones that are actually going to support me in another decade? LOL!
It is an interesting switch, though. One thing I noticed (and this could be included in your list of possibilities) is that yes, it is a link-dump, but more-so, maybe enough people finally realized that we were all “selling” to each other? That really frustrated the crap out of me. Who am I really reaching when I post? If someone retweets me, they aren’t really an audience when they have their own blog and are doing the exact same thing I am. They are a colleague at best.
We have to rely on search engine traffic as a better gauge, and the irony of the whole thing (for my blog, anyway) is that the posts I get the most search engine traffic on are wholly sarcastic or funny, not helpful. My bounce rate on these posts flat out tells me that they were actually looking for pertinent information, not a joke.
Who knew? *wink*
Great insight, you. One of these years we will really need to grab a cup of coffee (or tea if you prefer.) We can reminisce about the “old blogging and Twitter” days. Ha!
@BrandonPDuncan All great points, BD. The moment comes for everyone here for business, I think, where you realize that you’re making great friends but not really doing much FOR your business. I’ve made a tremendous amount of great friends online, but how many of them have said, “Hey, I’d love to use Clayman Advertising services. Let’s talk!” Very very few. Why? Well, most of them are marketers too. We’ve been drawn together by similar interests and from being on the same side of the table.
I’m definitely a coffee woman 🙂 Or tea. Or really…any beverage.
Margie, this post is a perfect example of why I try and make the time to read your stuff. I seriously love the way your mind works. You’re thinking out loud here, and many folks, like me, are nodding…yes….yes…yes.
Things are changing. I would love to spend more time engaging as my “checklist” tells me I should do. But it really comes down to “engaging” vs “paying my bills”….and paying my bills keeps winning. 😉
But like you said, I’m not devaluing all this “stuff”, but we can only put our attention in one place at one time if we want to truly excel in the moment.
Thanks for being awesome,
Marcus
@Marcus_Sheridan You made my day. Thanks so much, Marcus!
Yes, definitely not devaluing. Just shifting. Shift 1 2 3.
Personally, I use social media much less than I used to, yet my business is busier….Hmmm..
Twitter is much less dynamic but I am getting more traction with FB lately.
I agree wtih some of the other comments here that the space is maturing, it’s not so new and shiny. I mean we don’t all run around saying, “You need to get on the PHONE! There’s a FAX coming in! Holy crap, look at the talkies on the box!” But back in the day, when those were new and shiny, that is exactly what people said.
Serious businesses need to get back to the basics. People are your customers. People like a unique experience that makes them feel special. Often that can be virtual, but given the choice between a sweet tweet or an experience that I can see, hear, touch I’ll take the real-live goodness, thanks. (and so does every other human).
@susangiurleo I think this says it all – Serious business needs to get back to the basics. I think we’ve strayed pretty far from that over the last five years or so. We’ve gotten a bit fluffy here in the online world. Time to level up and remember that whole “I need to make money” think – just in some new ways.
So the end of this craze–as a craze–will be in the form of moderation of the social and the busy parts of business. As it should be, if you ask me. I think the time has come for those of us who’ve been here long enough to find our plsces and/or realize we’re wasting our time do so. We’re not leaving, just settling.
So the end of this craze–as a craze–will be in the form of moderation of the social and the busy parts of business. As it should be, if you ask me. I think the time has come for those of us who’ve been here long enough to find our plsces and/or realize we’re wasting our time do so. We’re not leaving, just settling.
@ShakirahDawud So well said. I do think this qualifies as a craze – that’s a good word. A well-meaning craze, because let’s face it, social media is STILL pretty darned cool. But we need to readjust our expectations a bit, I think.
Priorities. Returns. Limited time. Economy. TV being off hiatus and w/ Game of Thrones is coming soon, I’ll put the iPad down for that!! One door opens, others close .. as Pinterest gains favor, people have less time or inclination to Facebook or Tweet; and no one besides ‘us’ is using Google+ anyway. I’ve scaled back my reading, commenting; moved things around. My blog has slowed b/c yeah, there are things I’d rather be doing than typing – esp. on days I feel no one is listening, much less the ‘right’ someones.
“Twitter and Google Plus may begin to seem more and more impersonal. Distant. Virtual.” And G+ isn’t even open to scheduling, automation, programming — yet. I think @markwschaefer touched on it yesterday – it’s all become plain vanilla web, homogenized for the masses because any screw-up can be a game-changer, career-killer or publicly-branded “fail.” I’ve got a post drafted (one of too, too many) in my head about the ‘once you shine light on something, you’ve changed it’ and how social means we’re living and working in a giant fishbowl and there are sharks in the waters, looking for any chance.
I’m still seeing too much snake oil and ‘you MUST or else!’ being hyped – and businesses countering back w/ ‘what have you done for me lately, SM?’ IDK I think some are realizing this isn’t a quick fix miracle cure, it’s not a sprint – and they don’t have the stamina for the marathon. FWIW.
@3HatsComm Thanks so much Davina! I like your last point – it is really a marathon. I wrote a post about that, funnily enough, when I first started, but I didn’t really understand at the time that it’s a Marathon with a capital M. You’ve gotta be here day in day out, and there is always pressure on you, as you say, to avoid the sharks. It’s stressful, man. If you’re here for business, it’s not just about fun and connecting. The onion, lo, has many layers.
I don’t see any substantive changes in behavior online. In my experience it has always been cyclical. I can go through my blog and see groups of people who were consistent regulars that just up and disappeared.
New readers replaced them and for a long while they were always around and then another shift/exchange took place.
I think what we are saying is natural but I definitely wouldn’t call it the end or anything close to that.
@TheJackB I am not really sure “this is the end” either. But I think it’s the beginning of a big change in how the social media game is played.
Then again, I could be totally wrong 🙂
@margieclayman Part of what I find fascinating about social media is how different groups use it. If you start hanging around different crowds you see all sorts of differences in how they use it but still get the same posts in which people tell you the ‘rules of engagement.’
@TheJackB It’s like the Ten Commandments, right? Some info is just plain solid 🙂
I think the education following continues to grow – especially as technology is increasingly introduced into schools. Many of my colleagues, after returning from tech conferences become “Twitter Evangelists.” It’s fun to see them become more active online.
Many say they’d like to blog about their practice – but 140 characters is far more manageable when faced with a stack of ungraded papers.
Janet | expateducator.com
@jabbacrombie I think education is an area where social media could really take hold and do amazing things. *however* I think that will look somewhat different from how things are looking now – teachers may find that another platform that doesn’t even exist yet may work better for them. Heck, maybe an educational-only social media platform will open up. That would be pretty cool!
Hi Margie,
I love this post – no one should be surprised by that; I’ve been your fan for a long time now! Amy Tobin picked this up and posted on it, then I commented at length on her blog… so here’s a link: http://arielmarketinggroup.com/blog/?p=3341
Keep us thinking! You’re making the world a smarter place all the time 🙂
@tedcoine Aw, thanks Ted. I think Amy’s post is great! I’ll go over and see what you had to say about it.
Thanks!