There is a lot of online buzz about whether social media has replaced traditional marketing and journalism. The short answer to this is yes in a fashion it has, and quite a while ago.
What is more importantly happening is that traditional social media channels are being completely overhauled in favour of one streamlined and integrated communication space.
The clever coders and designers, that have helped each social media giant rise to fame and cling to it, have adapted their platforms to their users by using social media analytics to track how their platforms are being used and then adapt them accordingly. Some platforms are even letting their code change organically with each end user. This means that we are quite literally evolving and transforming social media channels just by using them.
If humans are naturally social, and want social media that can give them the most rapid, easy access and logical way of communicating then the unfaltering end-point will be that separate social media accounts will be transformed by their very users who will need all the channels to be part of one global platform.
Social media works because it lets us connect to others better and helps us feel part of a network. The birth of social media is often attested to Facebook, but often the invention before the invention is the place you should be looking.
Myspace, in my opinion, was the grandfather of social media. It has all the hallmarks of all our slick 2017 social apps; you had your own personalised space, you could share your tastes, beliefs and most importantly connect and communicate with other personalised spaces. Myspace was infamously left out to dry because it wasn’t integrated enough, didn’t update fast enough for its users, and didn’t put ease of communication on the pedestal it should have been. In other words, it became a static space.
Then Facebook came along and truly started the concept of social media. It used the concept of myspace and elevated it to immediate communication and used our need for recognition and popularity within digital circles to set the web world on fire. It is not an exaggeration to say that Facebook changed the world, in the very least for the first Facebook generation.
What Facebook and all other major social platforms do well is that they understand that the world of social media is ‘adapt or die’. The user is fickle and will jump to another platform if it fits more with their lifestyle, viewpoint, and modern way of connecting. This has forced the social media channels to constantly react or face Myspace style extinction and so what we are seeing is a mass merge of unique social media features.
Like kids at the playground asked to share a bag of sweets and thinking that by taking half of another kid’s sweet they have more overall.
In their dogged quests to outdo each other, eat up the competition and remove the others individuality, they are inadvertently throttling towards one, open and integrated communication space. Soon all social media will have bitesize and immediately streamable/shareable video, image and content that you will be able to share over all social platforms at once to get the maximum impact.
This then brings about an unavoidable prediction – If all social media is reacting to the user and the user wants to be connected to all platforms at once then an elevated super social platform that transcends traditional social media channels is where we are heading.
And if that is hard to believe, think about if people in the 1960s would have believed how much journalism could change with the invention of an online social address book.
Sara is a freelance writer based in Manchester. She owns the commercial and creative content company Fraiche Ink, focusing on think pieces and marketing content.