THINKing

‘Facebook fatigue’ kicks in

An article in today’s Register says, ‘Facebook fatigue’ kicks in as people tire of social networks.

Well, duh. Like everything new, people will flock to it initially and then the ones from short-attention span theater move on to the next thing. Bound to happen. It does every time.

But that doesn’t mean that social networks are a thing of the past. There still is value in them. I believe the biggest value is in those social networks that center on some niche. Smart marketers will develop their own networks. Think Apple. They had a network of brand evangelists before the term social media was in gestation.

The term “social technographics” covers what I’m talking about in this new social, digital world. Forrester Research has coined the above phrase and says on the subject that,

Many companies approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with six levels of participation; we use the term Social Technographics® to describe a population according to its participation in these levels. Brands, Web sites, and any other companies pursuing social technologies should analyze their customers’ Social Technographics first and then create a social strategy based on this profile.

You know that’s right! Nothing ever changes. If you figure out the strategy first, the tactics naturally follow.

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