Future Implications

Social Media Technology Changes Fast. Should Brands Try to Keep Up?

I still remember when I saw the first news announcements introducing a new thing called an iPad. It was the first time I ever looked at a piece of technology and thought, “I want that”. Did I need it? Not really. But very soon after, I had one. And have used one almost every day since then.

Of course, the iPad I use today is very different than the one I had back then, with a lot more features, capabilities and storage.

I think a lot of human interaction with technology is like that. Even if people don’t really think they need it, once it’s built, they want it. Of course, then they will ask for more features and faster speeds until another new technology comes along that does it all better. But first it starts with a solution to a problem that most people never really thought about in the first place. 

I think social media is a lot like that as well. Every year it seems that a new platform emerges that provides a new way for people to interact with one another and their favorite brands.  Just as quickly, those fade as another platform with more features takes over (think Friendster, MySpace, and even Orkut). Each of these were surpassed by new platforms with better, faster, or easier to use technology with more features. 

This all raises some interesting questions for brands on social media. With technology changing so quickly and users constantly shifting their focus, how can brands know where their audience will be spending their time (and where they should be spending their budget)?

The answer is, there is no way to know. While social monitoring can provide clues, it is a reactive tool. There is no crystal ball telling the future of social media. But there are several things that brands can do to adapt in this environment. For example:

1.  Have a presence across multiple channels. Being able to pivot quickly is essential to social media longevity.  Are your customers threatening to leaving a channel in protest?  You need a backup plan.
2. Focus on what your audience wants, not the technology. It may be cool, but if your customers are uncertain about it, it may not be the correct approach at this time.
3. Watch your competitors. Are they exploring a new channel or technology? Take a look at why they have gone in that direction and monitor their results. It’s okay to let them be the guinea pig in an untested medium. 
4. Don’t be afraid to do small tests. Social media can be a great place to test things out in a small way. 

I can’t even begin to imagine what the next technology will be that makes me look at it and say, “I want that”. But that is kind of the point. Trying to anticipate what the next big thing in social media will be is really difficult. However, brands that can stay agile, be willing to try new approaches on social media, and always keep sight of their customers and their messaging will be able to stay ahead of the curve, no matter where it leads.