Social media has been around longer than Facebook, Twitter, YouTube, and Snapchat. Since the Internet began, social networking and interaction have existed in various forms. It could be said that the first website to load peer to peer content created the initial online social interaction. It was one person’s idea delivered to another person via technology.
Now it’s 2015. We are super-connected to social media. Facebook has our attention each day, whether during downtime or business. Twitter reports in real time on anything happening across the globe. YouTube streams recipe demonstrations, via Internet, to avid home chefs around the world.
The game is changing. A new strand of social interaction has arrived: Dark Social. Snapchat and Whatsapp are at the forefront of interactions that are actively happening, but aren’t seen by the public.
On recent visits to schools across Northern Ireland, pupils aged 11 and up were asked their preferred social networks. They made it clear that Snapchat and Whatsapp are their channels of choice.
What does this mean for business owners?
Businesses can’t become complacent. The minute a new online network becomes available to the public, it already has a limited effectiveness when it comes to getting your brand out there. If we look at Facebook before their algorithm changed in 2012, the playing field was even. Now, with their ‘pay to play’ model, the odds are in favor of those with budget to spend.
Adaptation is key to the current social media landscape. The most important aspect is making those emotional connections with customers to relate your brand to their needs.
Peter Doak Global is a business built on listening. We listen to the needs of our customers and the environment. Start your digital marketing journey now.
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