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Why Facebook Might Disappear In The Next Five Years by Lori Lewis | Merge | AllAccess.com …

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about • email • archiveMergeBy Lori LewisJacobs Media Digital and Social Strategist

Why Facebook Might Disappear In The Next Five YearsMay 8, 2012

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SHARE THIS PAGEWhat a headline!

It came from Eric Jackson – a Forbes.com contributor.

Jackson's theory goes like this: "With each succeedinggeneration in the Internet, it seems the prior generation can'tquite wrap its head around the subtle changes that the nextgeneration brings," noting how Web 1.0 [Google] typecompanies did a great job of aggregating data and presenting itin an easy to digest portal fashion but they "never reallyseemed to grasp the importance of Web 2.0 - building a socialcommunity."

And now, Web 2.0 [Facebook] type companies appear to be unsure how to adapt to the newcriterion – mobile. Jackson elaborates: "The failed history of Web 1.0 companies adapting to theworld of social suggests that Facebook will be as woeful at adapting to mobile as Google was tosocial." (Mark Zuckerberg did admit in his IPO filing earlier this year that company is having a

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Did you serve and acknowledge the fans – so much so that you were able to collectinformation and tap into a new league of listeners – the social mouthpieces?

Did you strengthen the assets you own?

Did you encourage and embrace user generated content, perhaps by creating apool of "citizen journalists?"

Did the company's internal infrastructure change in order to meet the needs of thebrands socially connected fans?

Can you apply intelligence towards the continuation of building a social brand onfuture platforms because you studied fan behavior/expectations on Facebook?

hard time monetizing mobile.)

Now, I've never been one for predictions and especially these days. Ivan Braiker, CEO ofHipcricket, said it best at the NAB Show last month, "Everything is happening too fast to predictanything."

But if you consider the lack of adaption and evolution that has disrupted so many companies inthe past few years, consider this question:

If Facebook really isn't the main platform in five years, how did you make the social giantwork for you at its prime?

To offer an effective answer - can you first say "yes" to all (or most) of the following questions:

If you can answer "yes" to those questions – then your brand will be even stronger in five years.

Sadly, most brands come up short and here's why:

"Landlord Zuckerberg's" platform has changed consumer behavior forever. Part of it is aboutsomething that radio is not used to - fans having their own voices and their own audiences.People no longer just want to consume information – they want to participate, share, and beheard.

Zuck also offers radio the most incredible rented gateway to the spaces that broadcastersalready own – the FM/AM signal, website, apps, podcasts, the stream, etc….

But Facebook is not always looked at from a strategic view. Between the NAB Show in Vegasand the Worldwide Radio Summit in Hollywood last month, there was a lot of discussion abouthow to "game" fans socially and secretly collect their data. And there was much too littleconversation about how to serve and strengthen connections and assets authentically.

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Maybe it's just easier to be "gamey." After all, we do see spikes – especially in PPM – when wecontest so perhaps it makes sense to transfer those programming tactics onto Facebook.

But social isn't a programming tactic. (And it's certainly not a sales tactic.) If anything -it's apeople tactic. It's where you build an actual conversation strategy to earn permission to be onyour fans' turf each day.

The social sphere is where radio's new league of listeners live – cruising Facebook, Twitter, andPinterest and when they see their favorite brand on their preferred platform it's like "Cool, WXYZis at the party, too!"

However, brands have a tendency to become "that person" at the party that tries to sell or pushcrap on you when everyone is just trying to have a good time. And sometimes – not with everyradio station – basic fundamentals are being missed.

Too often the "party" between fans and brands start and end on Facebook with no tactics to pullpeople into the spaces stations actually own. And stations often come up short when it comes totapping into the background of the uber social fans.

So, if you believe - Eric Jackson's piece – and it's a good piece there's still a few years left inFacebook.

Maybe now is the time to ask your team, "What do we even want out of Facebook?"

Maybe it's strengthening the assets you own. Maybe it's tapping into your brands "SpecialForces." Maybe it's focusing on building smaller, more nimble databases driven by motivatedrelationships, rather than relying solely on one large, often random database built on superficialbribes and contests.

So maybe Step One is to decide what you're even doing socially in the first place. What is it youwant to get out of it?

Get it while you can.

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Sort by oldest firstShowing 8 comments

But social isn't a programming tactic. (And it's certainly not a sales tactic.) If anything -it'sa people tactic. It's where you build an actual conversation strategy to earn permission tobe on your fans' turf each day.Wow! GREAT stuff Lori.

TA

Tarmentrout

Reply2 months ago 1 Like

Thank you, TA! It's always great to have you part of the conversation.

Lori Lewis

Like Reply2 months ago in reply to Tarmentrout

Social can indeed be a sales, programming, and most importantly, and ENGAGEMENTtactic. You just have to know how to use the right network for the right purpose. With thatbeing said and the social world moving at the speed it is, let's not think five years out,let's think five months out. Who saw Pinterest blow up the way it did in a matter ofmonths?

Let's think about the NOW and the short term, because our games are going to have tochange on a dime going forward as new technology and new platforms come into ourworld. Add to that new terms or service on the platforms we're already using that cantotally change the way we use them and, while I think it's counterintuitive to many thingsmarketers should do, we have to put social platforms on a much shorter time leash thanother marketing activities.

MarkEdwards …

Like Reply2 months ago

I agree with the "now," Mark. The questions posed above are the questions thatradio should start trying to answer. "Get it while you can." :)

Lori Lewis

Like Reply2 months ago in reply to MarkEdwards

As a business or brand Social Media is merely an extension of who you are, what youstand for or what you provide. The problem with radio & Social Media is that too fewstations provide any sort of real content or establish any type of emotional connection tomake Social Media conversations worthwhile.It all starts with what you do on the air (sorry to be so old school). That is the first point ofentry for any potential fan. If music is your only message then they have bonded with the

sallan3

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About The Author

Lori Lewis

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LORI LEWIS' radio career spans over 20 years starting out as a disc jockey on AC KSNE/(SUNNY 106.5)/LAS

songs and not the station.Social Media IS a powerful tool and a great way to mobilize your evangelists. But unlessyou give them something to evangelize about you end up just spinning your wheels. Toomany businesses - radio is not alone in this - see Social Media as a replacementmedium. Its not. Social Media is a complementary platform that allows new means ofcommunication. You still must have something to say. More importantly, something THEYwill care about.


Well said, Steve! Your input is always great stimulation to keep the conversationgoing.

Lori Lewis

Like Reply2 months ago in reply to sallan3

Facebook will go the way of MySpace in no later time than when someone can do tothem what Zuckerberg did: present an ad-free, uncluttered GUI for people to sociallyinteract in, and have the funding to sit back and wait for the now-bloated, behemoth to gobelly up the minute investment interests view it as a dependable income stream.

Mary

Reply2 months ago

And then the question will be, "What intelligence can you apply towards the continuationof buildinga social brand on future platforms because you studied fan behavior/expectations on Facebook?" Brands need to get out of Facebook more than sillymeme sharing.

Lori Lewis


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All Access Music Group28955 Pacific Coast HighwaySuite 210Malibu, CA 90265310.457.6616 (P)310.457.8058 (F)

VEGAS. Other stations include Modern Rock KEDG/103.5 LAS VEGAS, Active Rock WGCX/104.1 MOBILE, ActiveRock WXTB (98ROCK) TAMPA, WOCT/B104 BALTIMORE & WSMJ 104.3 BALTIMORE. During LORI's tenure atWSMJ, the station received two nominations (2005 & 2007) as "SJ Station of the Year" and one nomination (2005)and one win (2007) for LORI as "SJ Program Director of the Year".

In 2008, LORI moved back to her home town Green Bay, WI to serve as MULTI MEDIA CONTENT MGR. and createa comprehensive digital and social program for MIDWEST COMMUNICATIONS, which happens to own her childhoodradio station, WIXX.

In March, 2011, LORI was tapped for a new position created by Jacobs Media as Digital and Social Media Strategist.LORI collaborates and helps create strategic and tactical digital programs, teaches behaviors behind the targetspreferred channels, analyzes what channels will meet the goals of each client and how these tools integrate with radioand other products.

As a RADIO ADVERTISING BUREAU certified digital marketing consultant, LORI collaborates with Programming andSales to maximize usage of all the channels we have to operate with today to benefit the long term health of eachstation and help increase the bottom line.

LORI has served on the steering committee for the NAB/RAB Radio Show, and packs the room when she speaks atkey radio conferences such as ALL ACCESS’ WORLDWIDE RADIO SUMMIT, THE CONCLAVE, PUBLIC RADIO’SPROGRAMMING CONFERENCE & more.

[email protected]/lorilewiswww.linkedin.com/in/lorilewiswww.facebook.com/justmergehttp://gplus.to/lorilewishttp://lorilewis.tumblr.com/

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