The above
headline is first time said by Winston Churchill in his wording concerning
buildings, but the truth is the same analogy can be used on Social Media. If we
discuss the rising mobile area and look at the development in Social Media on
these devices the situation is as described. The users have shaped the Social Media and thereafter
the devices which we use them on have shaped Social Media to fit these
platforms. This also means digital content
strategies for mobile social media will need to be reconstructed based on how
content is consumed on these platforms. Unlike the PC/notebook era, mobile
devices come in a dizzying array of screen sizes, platforms and user
interfaces. Add to that the context in which the user is accessing the content.
Context could be a mash up of any or all of the following:
Device: Smartphone or tablet. (Size of screen
etc.)
Location: Where is the content being
consumed...at home, while commuting, in an outdoor environment, in a noisy
indoor area like a restaurant or a mall?
Time: When is the content being consumed
and what would be the most relevant information at that time?
Social
Relevance: What is
their network consuming probably at that time and location? Also what are other
people in their vicinity consuming?
Personalization: To what degree can the content be
tailored to an individual? One way of doing this would be through data
analytics of user and group behavior to serve up increasingly relevant content.
It is going to be a tough game for corporations to get into the loop and create
the proper platform to the user and with both right content and context we will
need another shaping of how to present the content message to the user without
making him or her out of focus and board. The reality is that:
·
You as a provider of content has less
than tree paragraphs of text
·
You as a provider of content has less
than 30 seconds of audio
·
You as a provider of content has less
than one minute of video
Mobile social
media has to be reshaped by enterprises to make sure that the consumer will
embrace the content. The content has to be shaped to the device and give the
consumer a compelling reason to act positively to get their message out to the
proper users. An
example could be restaurants
giving consumers details of its breakfast or lunch menus depending on the time
the data was accessed. This could be followed by a discount coupon valid for a
couple of hours and directions to the nearest restaurant. Today you do not see any restaurants
trying to shape their costumers eating behavior to be on a specific time and
location with a personalized touch to the individual and with a good social
relevance. We can all look forward to be
shaped by social Media due to the devices used to bring us content in the right
context.
(Smartphone
user survey 2012)
