THE COMMON ORIGIN OF SOCIAL PLATFORMS:
CONNECTION (people you already know)
DISCOVERY (new connections)
SHARING (especially on FB, Twitter, YouTube, Pinterest)
Social platforms want to be inseparable part of our life!
Every step of the way they encourage more connection, discovery and sharing
KEY: Platforms were not monetized!
WHY WE SIGNED UP
Connection (family & friends)
Discovery (new friends, brands, ideas/content)
Sharing (who doesn’t love sharing videos, memes, jokes, inspiration, etc)
Social platform owners have optimized the platform for greater connection, discovery, and sharing
and serving targeted ads!!!!
the difference, the platforms are MONETIZED!
not just ads…. targeted ads. that’s what they pride themselves in!
there is a very delicate balance between optimizing the user experience, and optimizing for ad penetration/performance
they MUST make money
WHAT PEOPLE TURNED SOCIAL MEDIA IN TO: selling, shopping, promoting, brand building
STEPS FOR BUSINESS BUILDING IN SOCIAL IS NOT THE SAME AS RETAIL
unsuccessful marketers/influencers treat social media like it’s retail
in retail simply walking into a store is a signal that you are considering buying… or open to marketing messaging
marketers and business builders are having a tough time because they think just because someone started to follow their account they are open to buying and marketing messages.