The end of social media?

End of Social Media ?In the two words, "social media" there are two ideas that needs to be distinctively considered when trying to understand the current "socmed" ecosystem. "Social" is about relationships and creating links between people across cultural, geographical or political borders.

However, many Facebook, LinkedIn, Twitter and other social media posts today are increasingly designed only to further commercial relationships, reducing "social media" to simply a new "media".

Social Media today: more media than social

Facebook, for one, is encouraging the trend from social to media. In August 2013, they announced that they would be de-emphasizing "fluff" content like memes in favor of posts from "trusted news and commercial sources". A person just wanting to check up on his friends and family, and just see personal posts from the people he knows is getting bombarded more and more by marketing messages. As these "social" people get increasingly dissatisfied with this barrage of sales pitches, they'll stay out of this marketing bubble, sending "social" elsewhere and leaving just "media."

Is "social" dead?

Maybe the kids have it right. Although Facebook has its roots in a Harvard dorm room and users in their teens and early 20s were the first to embrace the site, many from that demographic have moved on to other sites, according to a recent article on CNET. The younger generation has immigrated to Instagram and to phone apps that allow social, but eschew the media. According to the article, Facebook is becoming too "mainstream" (and too overrun with parents) for most teens.

Certainly, social media, as a concept, seems destined to continue to evolve and move further away from social and closer to media. Is there room for both on sites like Facebook, Twitter and Pinterest? Jay Baer, of Convince and Convert, thinks not. In a recent post, he decried the trend away from social at most social media sites and challenged users to take back the social.

What do you think? Do you wish social media was more social?


Opened by Antoine Fournier, Head of ECM, Input and Output management, Zurich Insurance
Feb 6, 2014.

recommanded this debate

Participate in the debate




Martin Gysler Business consultat, Martin Gysler | Art Of Networking
Feb 10, 2014

It is a fact that too many people do not distinguish between social and marketing. I really don't like all this marketing activities on Facebook, which is why I use Adblock Plus ...

Indeed, I think it's necessary to use different platforms for social and marketing.

And yes, I wish that social media will become more social in the futur, it's the best place for engagement and to make new connections, even for businesses.

Comment on this response




Jesse Domingo Leadership Adviser, Strategist
Feb 21, 2014

It's not the end of "social" media for sure, however, clearly relationship-building has deteriorated simply because we're just all too busy.. leaving very little or no time at all for socializing.

And guess what created this scenario?

It's the internet itself. Technology has pressured us to be more productive that many of us has forgotten what it means to be human. But then, even forums could provide a way towards a deeper connection.. after all, we now have an idea of how each mind works - just ask.

Comment on this response




Tammi Kibler Feb 22, 2014

I feel Facebook misunderstands and therefore undermines social media marketing. What might have evolved into an excellent platform for connecting with engaged fans has been co-opted for traditional broadcast advertising. Meanwhile, Edgerank continues to squeeze out organic social.

I do not visit Facebook to contact business associates. I don't go there to learn the latest buzz. I only ever click an ad in error when I miss the scroll button. Facebook "marketing" may be working for some, but I remain skeptical.

That said, I believe social marketing remains a powerful force. Users will migrate to new platforms when an old one becomes irrelevant, and savvy social marketers will be there capitalizing on the new opportunities.

I worry that traditional advertising money perverts social marketing. The big money wants access regardless of consumer consent, and big money gets what it wants. I see a cycle where disrupters find new platforms and make big splashes with limited social media campaigns, but then the big companies swoop in and make the platforms too commercial for comfort.

Comment on this response

Antoine Fournier 67 Antoine Fournier Head of ECM, Input and Output management, Zurich Insurance

Feb 22, 2014

You're totally correct, Tammi, and you may also agree with Jay Baer - I shared his video where he explains about his "youtility" concept and makes a good point when reminding that marketing is about HELP, not HYPE.
You can see this video at http://xperlink.com/t-marketing-about-help-hype~1746

I'm not promoting his book, but I support him when he says that Marketing can (must?) be about sharing knowledge out there ...