Social Media – In The Interest of Balance…..

Aaaaaaah, crap. And it was all going so well. I’d formulated my opinons and adopted my stance and could feel the concrete setting around my position. I had predicted the end.

Then, this.

It’s a post from August, the video may be older and it is – I suppose – possible that the whole social media edifice could have crumbled since then. I will acknowledge, however, that it’s unlikely.

So, there we have it. Social media is everywhere, touching everyone. It’s a people-driven economy, stupid.

But, but, but. Well. I’m sure it’s robust and all – some of the statistics do seem a little on the astounding side, mind (70% of companies now use LinkedIn as their primary recruitment tool?) – but it still doesn’t answer three of the important questions.

1) What happens when people get bored of the medium du jour and sod off somewhere else? How do you track them – where they go, what they’re doing, what decisions they’re making, what they’re buying etc etc etc? 

2) There maybe literally brazillions of people registered for these services – but we know they’re not all using them regularly, in fact (and sorry, I have no stats) we know that a good chunk register and never use the service again. And global internet penetration stands at 24.5% – lots of potential audience simply cannot access any of these services.

3) How do commercial enterprises (brands) leverage social media to make money? No-one’s making money out of social media right now – not even the social media owners. I read a point of view which actually said – why bother with social media ROI – if you’re doing it right, then it will deliver. Hmm – how convenient.

 Anyway, in the interests of balance – there it is. Never say I don’t give you anything.

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