Why Social Media will Disappear

In the 1960’s the “Madmen of Madison” Avenue were challenged as the age of television forever changed the advertising and marketing landscape.

Why Social Media will Disappear

The arrival of color television in 1961 was rapidly becoming an integral part of the family home and engaged millions of people with captivating television shows, news as it happened and movies.

The advertising agencies had to reinvent themselves as the new technology became widespread and by 1979 over 300 million televisions were occupying the corners of peoples living rooms.

50 years ago the choices of media were simple compared to today with essentially only a few media types.

  • Radio
  • Newspaper
  • Magazine
  • Cinema
  • Television
  • Theatre
  • Poster

In 2012 we have a smorgasbord of media including CD’s, podcasts, blogs, online video, online photos, iTunes, satellite radio, mobile phone, tablets, email, Internet, TiVo and video recorders.

Just to name a few!

The Age of Media Convergence

In 2012 if you want to view a video, listen to the radio or send an email, SMS or Tweet you only need one device, your mobile phone.

Your smart phone offers you one platform where you can view News, music, videos, GPS, News, Weather, Twitter, Radio, Television, Watch, Magazines (blogs)

The challenge for traditional media is that it:

  • Isn’t searchable
  • Can’t be watched when you want
  • Can’t be viewed on the hardware platform you prefer and use (Tablet, PC, Laptop or mobile)
  • Doesn’t build an online asset for the brand

Coca Cola has decided that is time to move beyond the 30 second movie commercial as social media and traditional media converge to become “media”.

Liquid” and “Linked” content excellence is now the Coca Cola Mantra!

You only have to see the success of the Old Spice marketing campaign to realise that the convergence of media has arrived. Video that can be viewed anywhere and any time and is eminently searchable and not just on a commercial spot on TV.

Channels of Convergence

1. Television

Now we have the three screens, TV, Computer and Mobile. Making media available for all 3 formats is vital. There are rumours Apple will bring its design and branding genius to transforming TV, just as it transformed the music industry and the mobile industry – Disrupt!

It has the ecosystem the content the platforms and the technology and marketing savvy.

TV and Twitter are being used in unison as live television shows invite audience participation in real time with tweets.

Online video and television advertising is now part of the same advertising campaign with media published to both.

2. Films

Films can now be viewed on demand on any screen, if they have been converted to an online format instead of being buried in film archives and cabinets.

3. Newspapers

“Citizen Journalism” has emerged as blogs are now being accepted as a mainstream channel for industry news and events. Blogs are appearing as part of mainstream papers. User generated content provides feedback and interactivity that allows traditional newspapers to become more responsive to changing trends.

4. Traditional Radio

Radio and music can be listened to any time and anywhere, digital streaning radio, Apple iTunes, Spotify, Last FM and more!

5. Magazines

Traditional print magazines are quickly being challenged by Blogs, RSS technology and online magazines. This includes fashion and food blogs along with other topic categories such as politics, entertainment and technology.

6. Traditional Email

Social media and email continue to head towards integration as social sharing buttons are integrated into email platforms and templates with hyper links make sharing fast and easy.

7. Photos and Images

Photos and images have traditionally been kept for publishing in magazines and are often buried and forgotten on computers. Platforms such as Facebook (the largest photo sharing network on the planet),Flickr, Picasa, and Pinterest are providing platforms that socialize the  previously static and traditional world of photography.

6 Takeaways in the Age of Social and Mass Media Convergence

Social media “is” becoming media and any media that doesn’t provide sharing capabilities and time and place portability will disappear.

So how do you plan for converging media?

  1. Create media for traditional and social (Video should be created that can be published and promoted on mass and social channels)
  2. Create content for the 3 screens
  3. Make “Liquid Content” (Coca Cola, Old Spice)
  4. Create business social media network channels such as Facebook, Twitter and YouTube for publishing and promoting your video and written content
  5. Use paid media such as “Search Engine Marketing” (SEM)  and “Social Media Marketing” (SMM) to provide the initial catalyst.
  6. Create a hub such as a website or blog that becomes your central point of content publishing and then share it on social networks where your audience is

So the thinking has to continually be… How can I integrate social into my traditional media so I can make it easy for the crowd and tribes to share my content and brand?

It is time to let your content be “free” and “searchable”.

As traditional media becomes social, all media will just be “media”

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Comments

  • Andre McKay

    As always Jeff, great insight. I find it confusing how when we try to explain the importance of a blog being implemented in your website and creating content that brings traffic from social platforms, people still seem to not understand why. But then again, I was the same way with twitter back in 2009.

    • http://jeffbullas.com Jeff Bullas

      Thanks for your comment Andre. One way to look at the social media landscape is to think of it as a hub and outpost model.
      Create the hub (blog and website) and then also publish that content on the platforms people use every day, such as Facebook (the outposts) . Social networks should be thought of as an extension of your blog.

  • http://twitter.com/hybriddomainer 94 Media

    Nice post Jeff.

    • http://jeffbullas.com Jeff Bullas

      Thanks for the kind comment :)

  • http://jeffbullas.com Jeff Bullas

    Thanks Rae for the comment. Business will need to weave social media marketing into their traditional marketing as media converges.

  • http://www.linkworxseo.com Link Worx Seo

    I knew there was a catch to the title I got in my e-mail. Good CTA Jeff. If your not doing all the thing’s being suggested in this post than your missing out on some value way’s to get noticed. This is something I agree with, you must stay on top of it at all time’s and incorporate it into your daily overall plan of marketing. Good post.

  • http://jeffbullas.com Jeff Bullas

    Thanks for the comment Peter

  • http://jeffbullas.com Jeff Bullas

    Thanks for your comment David. I think there are 2 major drivers in media in 2012 that have continued to modify the marketing landscape and they are mobile and social. Society and culture has found them compelling and transformational.

  • http://jeffbullas.com Jeff Bullas

    Thanks Alison for your comment. One of the things that the technology is driving due to its ease of use is “Creativity”. I am always surprised and amazed at the solutions and apps that have emerged in the social media space that expose people’s creativity in creating more engagement and interaction despite the crowded nature of the space such as Pinterest the social pinboard!

  • http://jeffbullas.com Jeff Bullas

    Thanks for the comment Cathy. Yes, the speed and development of the technology is amazing. I am reminded of Arthur C Clarke’s quote
    “Any sufficiently advanced technology is indistinguishable from magic“.
    Let the magic continue!

  • http://jeffbullas.com Jeff Bullas

    Thanks Maria for your kind compliment. I think you just made it onto my best friends list :)

  • http://b2bdigital.net/ Eric Wittlake

    Jeff, I agree, social will (in part) become part of how we engage with, respond to or react to all media. In addition, I believe things we consider to be “social media” today will be more like infrastructure, available on every property. 

    Instead of publishers deciding IF they should include social functionality, the decision will be about how they integrate, promote or otherwise take advantage of it. “Off” will no longer be an option.

    I wrote up a bit more detail about this view last year, would love to hear what you think of it! http://b2bdigital.net/2011/10/18/all-media-will-be-social-media/

    Best,
    Eric

  • http://b2bdigital.net/ Eric Wittlake

    Jeff, I agree, social will (in part) become part of how we engage with, respond to or react to all media. In addition, I believe things we consider to be “social media” today will be more like infrastructure, available on every property. 

    Instead of publishers deciding IF they should include social functionality, the decision will be about how they integrate, promote or otherwise take advantage of it. “Off” will no longer be an option.

    I wrote up a bit more detail about this view last year, would love to hear what you think of it! http://b2bdigital.net/2011/10/18/all-media-will-be-social-media/

    Best,
    Eric

  • http://jeffbullas.com Jeff Bullas

    Thanks Ray for your comment and for participating in the conversation. It is indeed the social web!

  • http://jeffbullas.com Jeff Bullas

    Thanks for the comment Ricardo. The convergence has begun and it will be fun to watch it unfold!

  • http://jeffbullas.com Jeff Bullas

    Thanks for the comment Ricardo. The convergence has begun and it will be fun to watch it unfold!

  • http://ideagirlmedia.com/ Keri at Idea Girl Media

    Jeff,

    Interesting – Not what I expected.

    So, what’s your liquid content?  Is there a bottle somewhere with the word, “bullas,” written across it?

    ~Keri

  • http://jeffbullas.com Jeff Bullas

    Thanks Isra for your comment. I love your phrase “Disruption Media”

  • http://twitter.com/sam1meta samuel a villegas

    100% agree, but instead of “Disappear” i Prefer “evolve… 

    • http://jeffbullas.com Jeff Bullas

      Thanks Samuel for the comment. It is true it is evolving but sometimes the headline has to tempt and entice the reader to click! and “disappear” I think is more emotive than “evolve” :)

  • Anonymous

    I LOVE this @jeffbullas:disqus . Excellent post!  I love the concept of fusible media…making sure that  all forms of your marketing strategy are fusible…they can flow or melt into one another seamlessly.  It makes perfect sense….
    Claudia

    • http://jeffbullas.com Jeff Bullas

      Thanks for the comment Claudia. With media converging the blending of the old with the new amplifies the marketing. That is what is exciting!

  • http://jeffbullas.com Jeff Bullas

    Hi Ash, Nearly “Gotcha” :)

  • http://jeffbullas.com Jeff Bullas

    Thanks for the insight and comment Venu. Search is evolving to becoming more social but it will not go away as you pointed out. We will continue to discover with search engines but the powerful referral of friends in discovery and buying will be a marketing force to not be ignored and will continue to grow!

  • Mychookie

    …..and what does your title have to do with your words?

    • http://twitter.com/AdamThorndike Adam Thorndike

       It’s topical and grabs your attention – it did mine!

      • Raoul Duke

        It’s called link bait.

  • http://www.pekanbaru.co/ Pekanbaru

    wow…. good post Jeff.. :)

  • Anonymous

     “media”

  • Marius Smit

    Clever title and insightful article.
    Thanks.

  • Andrew Healey

    Good post, Jeff. I wonder what media will look like is 20 years?

  • uluaipouomalo

    It’s certainly trending this way. Enjoyed this article. Nice you already succinctly defined it for me.

  • Mike

    Great summary

  • http://www.facebook.com/funjobsforseniors Jennifer Cunningham

    Yes,I Agree. All media will be mixed and interactive for the user. We will have to adapt our communication blogs.

  • http://twitter.com/sagarmike Michael Sagar

    It will disappear if we keep thinking Social Media in a traditional media context of advertising and PR. in the business world we need to realign our thinking to Social BUSINESS to understand that these social media tools represent a complete game changer in how companies engage and retain their customers. Its a whole new paradigm.

  • Albert Qian

    Definitely link bait. This article tells me that social media is converged media — social media is not disappearing, it’s merely becoming an integrated set of media types becoming one, and that in order to succeed you must consider everything.

    Nice try Jeff. You’re a thought leader but don’t abuse your standing.

  • http://www.gauraw.com/ Kumar Gauraw

    Very useful information. The title drew my attention. But the content is much more logical and makes sense. However, that doesn’t mean the social media is going to disappear. It is just evolving to be more impactful.

  • http://twitter.com/BGMCREATIVE Barry Grant Marsh

    The shelf life of Social Media is underestimated. The top electronic media Radio is the reason. It’s history was all about entertaining, engaging and educating. Now it’s a vast wasteland like TV. Social Media is interaction with humans and that is what people long for and had once in Radio. Deregulation killed Radio and TV. Cinema is the only one of the three still interested in entertainment and is making Billions even in a bad world economy. Social Media offers people the human touch and that is it’s biggest marketing plus and sustaining quality.
    Barry Grant Marsh
    BGMCREATIVE

  • http://twitter.com/marvinwaldman marvin waldman

    The last time I looked our DNA hasn’t gone through any “paradigm shifts”
    in a while. What you’re talking about, Jeff, is not a great
    evolutionary leap. Your are talking about channels that distribute
    messages. Sure they allow for greater consumer interaction and input,
    but it’s still all about connecting. If your messages don’t connect
    with your target the channel really doesn’t mean squat. The upshot is
    that we have a lot of people very versed in the “new” media who know
    little to nothing about reaching people in their heads and hearts. Old Spice and a handful of others aside, advertising is still, like always, delivering lame and ineffective messages.

  • http://indispensablemarketing.com/ Patrick McFadden

    And at least social media let’s your audience extend your story to others and extend the interactions your brand has.

  • Flo

    Do not be deceived, television shows are faking the tweets they show on screen. I know because I entered into a conversation one night with the hashtag advertised. There were only three tweets during the whole show and none of them were the 20 or so they put on screen. Our local morning news shows Facebook comments, but they pull them up from a monitor and circle them from the feed. Cool if the source can be trusted to not fake real-time communications.

  • http://jeffbullas.com Jeff Bullas

    It’s going to be years. How long till its invisible and just accepted? Maybe 3-5 years maybe even a decade?

  • traveljunkies

    Nice to see you responding to people’s comments Jeff. Not enough people do that.

    • http://jeffbullas.com Jeff Bullas

      I do my best :)

  • http://segmation.wordpress.com Segmation www.segmation.com

    Even if Social media disappears, it will take a long time for this to happen and it will be replaced by something even bigger, right?

  • http://www.wildnavigator.com Wild Navigator

    Rocking title that gains main bit of attention… its here to stay but yes, social media will transform further into something more realistic / options of sharing everywhere !”