a more radical spin on the very same. But when it comes to social media
habits, it is tricky to discern what is evolutionary and what is truly
changing. Two elements that pose a risk to using social media for marketing are verification, and a simple overwhelm, particularly of visual platforms. Two trends highlighted further in Social Media Habits of 2014.
Ever had a tweet favorite or retweeted almost simultaneously after
posting? Or are you guilty of scrolling and liking or disliking? While
it may be the signs of an obsessive compulsive behavior, it becomes even
more risky in the world of big data. When emergencies happen, or
misquotes are leaked, or media puts forth information that is not
verified, the habit can become a risky one. Things like events in Boston give rise to the speed vs accuracy paradox, as do weather related calamities
like the Polar Vortex or Sandy. The key is to always ensure to verify
before sharing, before misinformation leads to virality. But is this
even possible in a me-first world?
Similarly, ever noticed how Facebook, Instagram, Pinterest, Tumblr or Snapchat
are all driven by a vicarious sharing of images (and off late, videos)?
Sometimes even the same ones’ with some apps making it easy to cross
share. Besides a sense of overwhelm, there is also a notion of d??j?? vu.
Social media is meant to be current, but is getting muddled with the
user equivalent of recycling and content marketing. And some of these
platforms are aping one another, like direct messaging on Instagram as a war to snapchat.
Video was born to Vine, and is now popular with Instagram and
Flipagram, alike. One of these photo platforms will surely tumble under
the mounting pressure to distinguish and differentiate. Is another
MySpace coming our way? Until then, anticipate more scrolling and
observing, until there is simply less time spent on certain platforms
before the final crash.
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called 3FS. He may be reached at email@example.com.
Follow him on @sssourabh.