In recent years, a stampede to join the social media revolution has taken hold. New entreprenuerial companies are being formed daily. Many mainstream/slow to the social media party companies have even changed their stance and are dipping their toe in the social media waterbowl. And for others, there is an all-out assault, integrating social media tools such as facebook, twitter and a multitude of others across the organization.
I’ll be honest, I understand the big picture of social media, yet have always wondered about the increasing noise in the marketplace. I’ll admit that just maybe my direct involvement in numerous start-ups during the dot.com era of 10-years ago may have influenced my outlook slightly. However at the end of the day, I’ve wondered many times how much longer this social media explosion can last. Where will it lead us?
The other day I came across an interesting article. One that made me think, simply because I’ve had similar thoughts. The article is by Axel Schultze, and is titled, When the Social Media Bubble Burst.
Dick Lee asked today in LinkedIn: “We rarely see people as enthused as they are over social media. Among those recent rare times are: when the high-tech balloon popped; at the height of the housing bubble; just before the market crashed; and when Sarah Palin was nominated for VP. Hey, exuberance can be headiest just before the fall.”
I’d say YES – the social media bubble is about to burst. People are recognizing already that the endless hours of watching the incoming streams from Twitter and Facebook or all the status updates on LinkedIn are hours wasted. All the paid tweets and people or agencies, who have been hired to tweet are not going to contribute to the bottom line. And the fan pages people build to get “fans, followers, connections” are just hopes that it will do something for the business – but it won’t.
The article isn’t quite as apocolyptic as it sounds. However, it does suggest that the social media explosion may slow down, and possibly experience a pullback of sorts. It suggests that a lot of startups and mainstream media companies will need to rethink their strategies and HR needs if the current outlook changes. And in this, a separation of the chaff so to speak will occur. Quite simply, a significant shake up in the social media industry could occur.
Obviously, attempting to predict the future is sketchy at best. However, companies need to ask the question, “What if…” By anticipating the future, companies that are prepared will be better able to act quickly and swiftly.
Conclusion: I encourage companies to create the numerous “What if…” scenarios relative to their social media plans for 2011 and beyond.