Every time I catch up with my young niece and nephews I ask them about their social media usage. Clearly not a robust analysis, but telling none the less. Given I see them most months it has become like a usage and attitude research program. I’m interested to understand their digital behaviour patterns, and see if they align with what the media is reporting. They are all between the age of 11 and 18 years. The question is simple: What social media are you using these days? No brands or tools are mentioned.
In the past few months Facebook has pretty much fallen off their radar. Not even used to socialise. They all told me Facebook is just good for invites and parties. But they prefer Snapchat and Instagram. In fact, over Christmas all they did all day was ‘snap’ with their friends. Ok, so this is no surprise, but what is interesting is the why. When I asked them why they care less about Facebook now the answers are quite predictable:
- It’s too busy, with too many messages. The page on FB is all messy now.
- It’s not as good on your mobile as ‘Insta’ and ‘Snapchat’ are. They suit it better.
- It’s just my mates, not relatives and parents and all that.
- It’s not cool any more.
There were more responses but you get the picture. Interestingly privacy issues have never been mentioned.
What’s clear again and again with the on-line world, is that it replicates the real world. There is no delineation. It IS the real world. But it seems that every on-line brand and social channel at some point start to forget this. Usually post market success.
I really feel that Facebook cooked their golden goose when they started to manage people’s feed and decide for them what was most relevant. This had a really big effect on brands and organisations who had invested a significant amount in the FB platform, where overnight, their investment in connecting with those who care about their stuff was diluted. Reports say that most people see about 17% of what they actually sign up to see. But I believe it had a bigger and wider effect on individual users. It reduced the need for their members to be careful with who they said ‘yes’ to and what they ‘liked’. All of a sudden they removed the need for their users to be diligent, to manage their digital investment, to ensure their feed is up to date with who they want to hear from. And when there is no consequence, there is no investment. What Facebook tried to do with people’s feeds (keep it relevant and digestible) had the opposite effect in the long run. People lost control, didn’t manage their digital home and it turned Facebook into a crowded shopping mall. People selling stuff, lots of noise, too many options, full of strangers – people you met once at a party…. In any case cool kids don’t hang out in shopping malls, they prefer alley ways, and exclusive clubs.
In my view Facebook has become the White Pages of the web – boring and busy, but most names are there…. with a few unlisted persons. Ironically unlisted for the same privacy concerns people had with phones and addresses being public –
‘Are you Sarah Connor?’
I’m certain it will continue to be used to reach out and find people, but I feel it’s days of deep connection are over. I feel as FB will morph into an older demographic as most cool young brands do when they graduate into serious commercial entities. They always lose their cache.
FB wont disappear any time soon, but the kids on it will (have). Unlike older people using social networks, kids don’t have a commercial imperative to keep them there. They aren’t at a life stage where they are managing a personal brand, or are too scared to exit for industry knowledge reasons. They simply don’t have the exit costs many of us do with social media. I personally find LinkedIn totally annoying, spam filled and interruptive but am yet to turn it off by not wanting to offend people or miss a random opportunity. Though I’m getting closer as each day passes. Twitter has a broadcasting and personal quality to it given it has a one-way follow mechanism, it’s also more flexible and succinct. I truly believe it will be more highly valued company than Facebook in the long run because it more easily feeds into other media, TV, events and has a zytgeist of the times quality due to it’s immediacy.
For me all of this is more proof that power in a digital economy is far more ephemeral than the industrial era. The barriers to entry for new competitors are low, as are the exit costs for users. It’s the mere nature of a democratised economic structure.
While this is good news for all startups, it’s also worth paying close attention to the forums we choose to build our brands in.