There is a video making the rounds which highlights the disconnect between marketers and those building the tools marketers use. If marketers, myself included, fail to acknowledge the fact that social platforms have evolved beyond primitive broadcasting networks we'll be in for a rude awakening this year. It's time for us to rethink social strategies.
Facebook is not Myspace or AOL. We need to accept that fact and stop making the comparison. By this I mean they are more like Google. They evolve and improved their products and services based on user behavior and data. In fact they actually told us how and why these changes everyone seems to be up in arms about were coming. They even went as far as sharing some of the technical details behind their strategy, apparently no one was listening.
The bottom line is internet pundits like to hate on Facebook but they aren't the only ones making this change. LinkedIn, Google and Twitter are all making this shift to social search and users maintaining their social graphs as well. As social networks become more about individual curation brands should focus on understanding why people use each social network in the first place and the impact this shift in behavior is having on society as a whole. Make no mistake, this is where search engine optimization is headed.