Now that social media with @social and #media hashtags is becoming the core of everyday communication around the olympics as well as the presidential elections it has evolved from being “2.0” yet it is still poorly understood. Highly praised and as soon as it evolves in its own rights condemned as subversive. Social Media shares the challenge most media developments encounter once they enter mainstream. In the process of their acceptance they are pushed into the established set of paradigms how media is/was expected to function. Twitter is expected to work like picture postcards – only shorter and faster. Only it escapes this nice idea and becomes a force in its own rights – creating a parallel communication universe that cannot be controlled as expected. Nothing new here – I reviewed a 17th c. version of subversive social media earlier here.
This classic form of social media also shows a great way to monetize social media and integrate social media with retail services. In a retail environment where showrooming is fast becoming a serious threat for stores big and small, the way forward is towards information, communication, and service. Any differentiation via price or store-brands can only be short-lived as it does not solve the core problem of differentiation. Brick-and-mortar stores need to compete where they have an unfair advantage – interacting in real life.
More to come –
Translation: Ah, che bel vivere, che bel piacere – Ah, what a fine life, what a fine pleasure