Synthesizing Social Media
Project, Connect, Collect
A lot of people are spending a lot of time and money attempting to analyze the world of social media. As is almost always the case, very few are attempting to better define it. Fewer still, to synthesize it.
For whatever reason, complexity and chaos seem to be more fun than definition and simplification. It is true of so many things in our society and the new shiny object of social media is no exception.
Defining Social Media
Google the definition of social media and you will get the following:
Lovely… and so we go here:
Hmmm… starting to understand why Google is a search giant and not a social media giant. But - they also connect us with Merriam-Webster:
Well, that is a bit better. I could spend an entire article simply defining social media. Odds are I probably will… just not right now. For now I will offer you this:
Social Media refers to an array of tools and platforms available through numerous online channels that create a medium and market for the sharing of ideas, content, information, opinions, and feedback. These platforms have enabled the creation of networks and communities which connect users with like interests and expectations.
How does that definition serve us?
Useful definitions tend to be long and somewhat tedious, but that is the essence of defining something. The advantage of this particular definition stems from the use of a few important buzzwords — platforms, market, feedback, network, and community. Additionally, this definition creates a relationship of the latter two to the former three — meaning because social media is a platform enabling a market with feedback, people can create networks and communities.
That is a lot to unpack and support. But the value of a simple model is not in the definition that facilitated it, it is in the value created by it. This comes both in the form of understanding and prediction. So let’s jump to the synthesis…
A Simple Model
All social media is a means to project, connect, and collect. Each site, service, and app provides tools and services to do those three things — but not uniformly. Your success and satisfaction with any given platform or tool will depend on how well the systems align with your interests and needs.
Project
Various sites and services provide differing incentives (feedback) for users to share. Some favor quiet nodes and user profiles, relying on search and algorithms to drive connections. Others allow broad projection of content and ideas, their search functionality may be non-existent, random, or simply secondary.
Many sites like Reddit, Postwaves, and StumbleUpon require users to be readers and publishers. Their markets do not favor folks seeking to use them in a one-sided fashion. Other sites like Twitter and Instagram allow easy access to ‘broadcasting’ functionality. These sites are often populated with users who are distinctly publishers and others who mainly observe.
Connect
The most distinct aspect of many sites is their model for connection. Some sites like Facebook and LinkedIN encourage closer nit communities or networks. These sites often serve more defined purposes as professional or friends and family networks. Some sites encourage broad connections, as do some niches within more constrained networks. LinkedIN has the LIONs — open network users who will connect with almost anyone (with some level of professional scrutiny).
Other sites allow connection but do very little to encourage it. They often provide limited value in connecting. Sites like Flipboard, Google+, and StumbleUpon have the option to Follow, but their sites are weighted more to content than users and search vs network. Users seeking to build strong connected networks will become frustrated with sites like these.
Collect
Central to all social media is the collection of feedback. This is the essence of the market. Sites reward and score participation via likes, follows, shares, recommends, reposts, moments, timelines, and comments. Each platform is different.
It is the feedback system of the platform that actually defines it. This drives the project and connect components of each site. Said differently — this model could easily have put collect first. But the user has to project and connect before they get to collect feedback… so we will leave it where it is.
So How Do I Use This Model?
That will be a topic for more articles as well. BUT — for now consider the sites that you or your company are using. Break down their tools and services for projecting, connecting, and collecting. This will help you understand whether a site is good fit. OR, if you are attempting to build a brand (and therefore fit that brand to each site) — use the model to understand how your strategy needs to change.
Projection first sites like Twitter require strategies with broad loose networks. Project broadly, connect widely, but then collect feedback specifically from the followers that most fit your customer profile. Collection oriented and driven sites like Facebook encourage you to foster tighter communities. They practically demand that you provide feedback to control your feeds. Your strategy here should have deeper connections and content.
There is plenty more to draw from this simple model. We would love to know your thoughts. So feel free to comment below. Medium uses likes and follows to fuel our ability to Project — so please click that open heart symbol as well! Thanks for reading.
