Search engine optimization SEO Company Promotion ranking Services internet marketing placement. Social Media Success Is About Purpose (Not Technology) - Anthony J. Bradley and Mark P. McDonald. By Anthony J. Bradley and Mark P. McDonald | 2:57 PM November 1, 2011 In the real estate world, there is a saying: “The three considerations that most impact value are location, location, and location.” In the world of social media, they are purpose, purpose, and purpose. Nothing impacts the success of a social media effort more than the choice of its purpose.
What is a good purpose for social media? If you’re like most executives (and you’re being honest), probably not. No wonder most organizations struggle with gaining tangible and significant business value from social media. That deficiency often leads to a worst practice we call “provide and pray.” The lesson? Facebook’s core purpose is for people to easily track what their friends are doing. Yes, some social Web environments have strayed from their original purpose. Choosing the right purpose is difficult (much harder than providing the technology). Purpose is a business decision. Harvard Study: Social Networks Do Little To Influence Taste And Interests. Here’s a bit of science that’s contrary to what a heavy utilizer of social networks might expect. Researchers at Harvard tracked the Facebook activity of hundreds of college students for four years, and came away with the rather unexpected result that the interests of friends don’t, in fact, tend to influence one another. That’s not to say it doesn’t happen at all, of course, but it’s clear that propagation and virality are subtler and more complex than some people (marketers and, I suspect, researchers) tend to think they are.
But the study is also clearly flawed in ways that those versed in social graphs are likely to easily perceive. Pulling useful data from social networks is like catching lightning in a bottle, and I wonder whether the findings may in fact be, as the study attempts to avoid, “a spurious consequence of alternative social processes.” The central source of data for the study, in fact, doesn’t strike me as solid.
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