The Year Social Media Grew Up: 2009
Let’s start off with a confession: I’m an SEO and SEM’er (which might have been obvious from the name of the blog). Naturally, I tend to think my discipline of choice, SEO, is the most important of the disciplines. I work in the “nuts and bolts” of sites: from arduous keyword research selection and code tweaking to site architecture to content manipulation/augmentation to link building. A Jack-of-all-Trades you could say.
And, as an SEO, I need to be fluent in all things SEM. Need to know how they tick, are used, and how they can be leveraged at an organic level. Most would believe that SEOs are diametrically opposed to SMM (social media marketing), but this couldn’t be further from the truth (considering the most recent updates to Google SERPs with real-time, “fresh” results).
Social Media: Through Puberty
Social media, as we know it today, has been around for a few years now (Blogger/Facebook/Myspace/Digg/etc). But, it wasn’t until 2009 that social media grew up and became a force of its own.
I can trace back the “GROWTH SPURT” to exactly this date: April 17, 2009. Why this particular date? Oprah dedicated an entire show Twitter: what it is and how to use it. Apparently, she’s not too keen on the vehicle, with only 90 tweets. Coincidently, this is the exact same day Ashton Kutcher was on Larry King Live to talk about the race to 1 million followers with CNN. This is the day social media went from a potty-trained toddler to a college graduate with two kids and a mortgage.
When You Grow Up, You Get Exploited
When you grow up and reach that certain point in your life, everyone wants something from you. And, for the search marketing crowd, the adulthood of Social Media represented a new gold rush. For over a year, since early/mid 2008, businesses were hesitant to drop themselves into the social media pool.
Here are some fun facts about social media and network growth over the past year*:
- The fastest growing segment on Facebook are Gen-X’ers and Baby Boomers
- Time spent on social media and networking sites is the fourth most popular activity, ahead of checking personal email.
- Use of Twitter and other micro-blogging sites has TRIPLED since the summer of 2008
- Social networking and media sites account for nearly 10% of total time spent online.
In one day, with Oprah-fication as proof the medium had gone mainstream, every business and corporation wanted to get in on the action. Gobble up all those Gen-X’ers and Boomers as they started stumbling around the social minefield. An easy mark.
Enter: The Social Snake Oil Shakedown
Talk about low-hanging fruit: and out come the douchebags, the self-proclaimed experts and gurus, and those looking to capitalize on the corporate lambs and SMBs that want the latest and greatest. SEO went through the same growing pains, and to some extent, is still going through it.
2009 marked the entrance of SMM and SMO snake oil salespeople. They come in two varieties: Fast-talking folks who have a blog, a Facebook profile, and a Twitter profile. They probably worked in a low-level PR position and started a gig on the side. Or, traditional ad agencies with a newly developed “digital” arm, trying cash-in and be relevant in a web-dominated world w/ metrics.
No, a professional does not include someone who states the pure obvious about “how to really succeed in social media”. I’ll save you some time so you don’t have to read another carbon-copy article just worded differently.
Every Article You’ve Ever Read About Social Media Success Tips:
- Be genuine. Don’t fake your persona
- Engage the community on a regular basis
- Social Media/Networks are all about trust. Work to accrue that trust.
- Mix your personal and business lives on your social account (a.k.a. be genuine)
- Don’t be political, religious, or offensive in any way, shape, or form. (Unless, of course, that’s who you are. Then you should do it. But with caution)
- Know your segment and community. Provide information that will be useful to them, and, coincidently further your business endeavors.
- Don’t prostitute your own links all time. You’ll be seen as disingenuous, and, therefore, lose followers.
There. That should just about cover nearly every single post, article, piece I’ve seen on social media this year. But this is not to say that they aren’t real professionals out there who know exactly how to engineer and construct smart, linkable SMM campaigns. Do your homework, use trusted resources for recommendations, and slam the door on social media snake oil.
Predictions for SEO and Social Media for 2010:
Honestly, what would a review post be without a few predictions?
1) The clear, definite distinctions between search marketing disciplines will be gone
We’ve already started to see this. Algorithm updates, based on some cursory research and data I’ve seen for clients, are suggesting to me that PPC and SEO are intertwined. Taking that further, SEOs will have to get their heads around SMM/SMO and learn to apply it to their overall arsenal. The lines have already begun to blur; evolve or die.
2) Social Media and Networking will go through a Purge Phase
It’s not that the number of sites will shrink and fade out (though I can see that happening too: an inter-web social network pissing match), it’s those who self-proclaim guru status that will die out. I think this coming year you’re going to see more and more “certifications” floating around. And, a higher demand from SMBs and corporations that will demand some sort of certification before they hop into bed with you. Get one or get purged.
3) SEO will be Fine. Relax.
SEO isn’t going to die. Far from it. It’s going to be more valuable than ever this coming year. And, since we are the Jack-of-all-Trades (master of a few), we’re going to be needed on several fronts. Especially dealing with SMM backlink strategies and how to pull reliable metrics on those campaigns to measure effectiveness and ROI. Once again, evolve or die, people.
With that, everyone, I hope you all have a wonderful, pleasant, and successful 2010. Happy New Year!
Google Wave: The Most Hyped Disappointment of the Year
Wave, developed by Lars and Jens Rasmussen, was to combine the abilities of email, wiki, instant message, blog, GOOG Docs, and all of it rewritable/editable on the fly!
No more digging through thousands of archived emails, no more having to create separate documents, less mis-communication. The holy grail of business tools and communication tools. Here’s a list of everything you should be able to do with Wave:
- Organize Events
- Create and Manage “Living” Group Projects
- Drag-n-Drop Photo Sharing
- Create “Living” meeting notes
- Brainstorming? (seems like a redundant use)
- Interactive Games
Google furthered the frenzy by bottle-necking the admission to the Google Wave Beta, releasing 100,000 invitations to request pool. And, all you heard about for weeks was just how “revolutionary” this tool was going to be, pushing the hype over Wave to unseen levels. People were begging, pleading, and, somewhere out there, stealing invites. They had the populous going bonkers.
Then everyone started using it. Or, at least, attempted to use it.
And That’s Why This Wave is Terminal
No one can figure out how to use it effectively. It’s not that people don’t understand the basic notion of how to compose a WAVE, or even how to add in other people, but it’s not nearly as fluent as it was made out to be.
It’s really Google Wave (for Developers Only)
There are two videos. One for developers and one for users (I think).
- There’s a developer video that’s 1 hour and 20 minutes long!
- The Dr. Wave Intro Video (which I assume is for users) is a whopping 2:12 long.
That’s strange: apparently, Google doesn’t really want everyday users to use WAVE. There’s detailed set of instructions for developers, who may, eventually, create Wave apps, and we get a 2 minute video. It seems that Google forgot who’s going to push developers to make apps?
The UI (user-interface) is clean enough, but incredibly clunky. All your Waves are smashed into one Inbox. There’s no way to distinguish what’s a personal wave from a business wave (assuming you’ve even attempted a collaboration). Going further, there’s no way to sort your business waves into categories.
And, sure, you can drag a wave into the SPAM folder or TRASH, however since you can’t actually delete a wave, all these “non-important” waves sit there and rot. FOREVER.
The application usability is dismal. The Dev Team at Google apparently missed the lecture on “plug-n-play” functionality. Having to follow specific @appspot.com “bots” in order to possibly use the developer apps, is a nightmare. And, of course, there’s no guidance on how to effectively leverage the apps and the bots. That’s how I know this Samuel L. Jackson wave video is propaganda.
The application usability alone is what makes Wave fail. Even if you didn’t have a sense of how you could really apply this to business, it would at least allow everyday users to CREATE with it.
Of course there’s going to be a learning curve with any new tool, but even months after release, everyone is still clueless as to how to use Wave.
Tweets of Confusion:
That’s just a small sampling of the most recent tweets about Google Wave (thanks to Google’s awesome “real-time” updates).
This Isn’t the First One, This Won’t Be The Last
Google’s had a couple of spectacular bombs in the past, and one just recently outside of Wave. Anyone out there remember Google Lively? (If you’re shaking your head, don’t worry, you’re not alone.) Lively was Google’s attempt to try and eat some of Second Life’s share, and closed it’s doors just months after opening.
What about Google Knol? Not a complete failure, since it hasn’t closed up shop, but all you heard about for months was how Knol was going to be the real deal; a true competitor to Wikipedia. Now? Just another entity that exists in limbo.
And, for a more recent flop, besides Wave, remember that little thing called SideWiki? The book is still out on this one, but it certainly hasn’t gathered the steam that Google thought it would. Beyond creating another ulcer for the PR folks, at this point, it’s another failed attempt for Google to absorb more market share from other entities that did it first and do it better.