Where social media is heading
We will look back to 2010 and think it archaic that we had to go to a destination like Facebook or LinkedIn to “be social”. It is not a difficult prediction to make that in the future, social media and the social networks that support it will be like the air we breath.
They will be anywhere and everywhere we need and want them to be. The ubiquitous social network is coming to a computer interface near you.
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But how are we getting there?
Social media as we know it is just the start of a long developmental Process
There will be many models attempted. Some will flare and crash, others will grow and then slowly fade like MySpace. Others like Google may just become part of the fabric of our lives. The innovation showcased by Google Wave being a case in point.
What then are the key elements in the journey ahead?
Underlying technology aside it is logical that there are four key components that would allow an ubiquitous social network to function:
- Universal identities
- A single social graph
- Social context for activities
- Social influence defining marketing value
Universal Identity
Most people maintain multiple profiles on sites and services such as Facebook, MySpace, LinkedIn, Google, Twitter, NineMSN, Amazon, eBay etc.
Facebook Connect
The ideal would be to have an identity that was able access these disparate fragments.
While a federated approach is likely, many ID systems are proprietary such as Facebook Connect and MySpaceID.
A single Social Graph
A Social Graph is the representation of our relationships. Today, these graphs define our personal, family, or business communities on social websites.
Networked relationships
Unfortunately, we’re duplicating our same Social Graph on multiple websites, resulting in inaccurate data and time spent managing it.
Despite many challenges, our Social Graphs should be self-managed from a single trusted source, replicated to websites of our choosing, thus resulting in accurate, efficient, relationship management.
Social context for activities
Facebook greatly expanded what people could do on social networks. However it’s potential is restricted in that it still reflects a shallow view of a persons interests.
A social context that is portable changes the social media dynamic. Examples include friends reviews on Amazon to mobile device alerts regarding proximity, interests or shared experience.
Google Social Search
Google Social Search reflects the developing contextual component of social media in that if there's relevant web content written by people in your social circle, it
will automatically show up in your search results.
Social influence defining marketing value
Today’s advertising models do not seem to be working well on social networking sites – that’s because simply targeting better on profile or social graph details is still the same old media model of CPM and CPC pricing.
What’s missing is a marketing value based on how valuable a user is in the context of their influence.
In the world of social networks every person has their own network of influence, and hence, their own personal CPM or value that they contribute to a social network.
But don’t expect advertising spending to quickly embrace social influence – after all, the vast majority of ad budgets are spent by media buyers who still cleave to the tried and true reach and frequency, CPM models.
Creative Information can be contacted via email on info@cinfo.com.au or call Matthew King on 0411303090.