New Social Media Rules #IN Groupthink
2010/11/01 Leave a comment
New Social Media Rules Groupthink
The intersection of Old Media, Web2.0 and the red-hot Social Media platforms have created a New Social Media with new success measures.
In the old days of Old Media market share was critical and advertisers simply paid for the media with the best reach to their prospective customers, much the same way that search engines justify paid advertising.
Then Yahoo and Google cut advertising costs by providing ‘reach’ at a fraction of the cost of Old Media which changed the economics of advertising and introduced a new set of success measures to fit the new business rules.
Recently the Social Media platforms have changed the Media Rules again by the virtue of allowing customers, also known as community members to create their own content and answer their own questions. Oddly people trust people that they know a little more than software the Search Engine service providers call ‘spiders’.
Our notion of ‘Trust’ that we attribute to content appears to be influenced by people we know or ‘close’ connections and this notion is re-enforced by Social Media platforms by offering lists of ‘friends’ and ‘followers’ to signal who we might look to for guidance.
Some New Rules or Success measures promoted by Social Media platforms;
· Completeness of personal profile content submitted
· Number of Friends or Followers
· Number of Blog posts or Questions Answered
· Type of content provided to the Social Media platform – text or video
· Time per day in the Social Media ‘community’ or software platform
· Groups formed or attended
New Social Media Success Rules
The measures above are not helpful to Old Media business models and are designed to create Social Media networks and motivate people in those networks to create their own content.
Reinforcing the creation and expansion of people networks and encouraging content creation is the success formula used to power the Social Media platforms past the Search Engine service providers.
Content Resonance and Network Value
Success in creating useful content for Social Media consumption depends on providing useful content or content that ‘resonates’ with people in Social Media networks, difficult to do because people have changing content needs.
Innovation and Social Media Networks
Innovation is difficult at the best of times and is perhaps even more difficult in Social Media networks as people ‘like’ other people of content which appears to re-enforces the tendency towards ‘Groupthink’.
Innovation is reflected in a new product or new process or new way of doing something because if the old way was good enough nothing would change and so innovation is change and caused by change, needed or not.
Groupthink however is something else, it is a common view or way to look at or measure something. Groupthink is also a natural consequence of people hearing and repeating the same stories—much like spam, but unlike spam Groupthink may not be recognized if the stories or measures behind them are creatively modified or delivered.
Groupthink may be helpful as it is useful for people to behave and measure the same way at a traffic light or someone may get hurt. Coordinating groups is often a good thing so Groupthink provides a service depending on whether group members understand that they are Groupthink participants.
Resonance is a simple way to measure the potential of Groupthink and the affinity of people to consume and create similar content. Of course we should say that Groupthink is only one way to look at people to appear to like and make similar things, friends or like minded people is another.
Contact us to see how SpeedSynch Resonance Maps measure Groupthink or the affinity of people and content across Social Media networks.