Thursday 26 April 2018

Friday5: Takeaways from #AdweekChat

1. Did any major themes surface throughout the chat?

One overarching theme that bubbled up was the idea that some social networks are growing up, or evolving, into media, while others are becoming social engines.

Social networks that are becoming media are stream-focused, more integrated networks like Facebook, Twitter and Instagram. Whereas a social engine is a service that feels less like a place where consumers are spending time. More often, these networks are appearing, or integrating, themselves into other networks. Foursquare (including Swarm) is an example as well as Google+, which, despite significantly less traffic, has continued to rank highly in Google’s search ecosystem.

2. You described mobile plus social as the “peanut butter and jelly” of the digital era. What did you mean by that?

Like peanut butter and jelly, they’re more powerful together. Using social networks on the go is far more natural a behavior than using Facebook or Twitter while tethered to a desk. You’re able to share and see what’s going on in your life while you’re out there living it. Life doesn’t happen on a desktop. In addition, nearly all platforms have some type of newsfeed, which users can skim and check multiple times per day in between shareable moments. Mobile is simply a behavior that’s allowing social to fulfill its original promise.

3. You said SlideShare was the “Facebook of B2B marketing.” What other networks should we be paying attention to?

LinkedIn works really hard in the B2B context, especially on the publishing side of the house. Their long-form content is getting shared rapidly throughout the professional community on the network. Similarly, Medium has an elegant mobile experience and the ability to reach specialized audiences. On that note, Tumblr is one of the best networks for reaching creative niche audiences like photographers.

4. You also said that Snapchat risks becoming a commodity. Is Snapchat here to stay?

It’s got impressive numbers and certainly brands are beginning to experiment with it. But I think the demographic is a fickle one: if you’re on Snapchat and your friends start to use something else, you’re not going to stay on Snapchat. Obviously, you could say that about any network, but Snapchat operates on a different social scale than most. It’s operating largely in a one-on-one context with a much smaller social circle. You probably wouldn’t Snap all of your Facebook friends, for example. In that sense, I think it’s in competition with rising, text-like networks, such as Whatsapp.

5. This was the first Adweek Twitter Chat. Why did you do it and what did you think?

I know David Greiner who works for Adweek and I trust his judgment. When he invited me, it seemed like an interesting topic, plus they invited other great minds like B. Bonin Bough and Shannon Paul, who I also know personally. It’s encouraging that after seven years of Twitter, the medium can still attract a high volume of participation and thinking.

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