MASH UP: How the Social Channels are Evolving

You may or may not have noticed, but the social channel is changing. Ever since the launch of Facebook in 2004, things have really started to turn. It's hard to believe that Facebook is almost 10 years old - that's almost a decade of the social realm as we know it. But, now I feel things are changing faster than ever - and they are heading towards mobile mash-ups.

Everyone is on their phones now. Mobile is quickly heading to the fastest growing aspect in the digital ecosystem. Mobile now accounts for 12 percent of Americans’ media consumption time, which is three times as much as in 2009. And although this may be unnerving, by the end of 2013, there will be more mobile devices on Earth than people! YIKES!

With this balloon in mobile usage, I'm discovering that there has been a shift in social usage too. On average, 35% of smartphone owners are using their phones to access social media outlets. Especially with the influx of apps, there are more social networks available than ever! Many social apps are integrating into each other, and content suitable for one channel is seeping into other channels, creating an interesting hybrid of language and tactics.

For example, the extremely popular app, Instagram, has the capability for users to share their photos on Facebook and Twitter. Many times, users of Instagram incorporate hashtags into their photo captions, because users are well aware that that tactic allows other Instagram users to search their feeds and recent photo posts for categories. This same concept also carries through to Twitter, but these hashtags make no difference on social media giant, Facebook. Yet, they are still there - and many people are 'liking' the change!

Another interesting change I am noticing is that more and more social media users are making use of mobile apps for video recording and sharing. Although YouTube may be well known as the largest video sharing channel, it's quickly getting overrun by niche video apps such as Vine and Keek. As soon as YouTube incorporated Analytics into their videos, many 'YouTubers' noticed an ever-growing trend in mobile viewers. So the 'YouTubers' had to migrate to appeal to their largest audience - the mobile users! New features on these video sharing apps such as the ability to search trending hashtags and videos as well as the ability to embed these videos on the web, likely helped slide these ever-popular video apps into the 'number one' spots.

Social media will always be evolving, but it is interesting especially in this moment right now. I know we are on the brink of a big change in the social realm. What it may bring and how it may affect our society, I cannot predict. If I had to read into the crystal ball, though, I would definitely lean towards shorter snippets of content, faster downloads, and more and more mobile content creation. I also feel that mobile mash-ups of language and tactics will continue to be much more prevalent, and these mash-ups may force social giants to change. The social user continues to evolve; therefore, so must the channel.

What social trends are you noticing the most? Are you a fan of mobile-created content? Are you finding mobile mash-ups of social tactics to be intriguing or annoying?

Your Voice ~ Unleashed

Digital marketing runs deep. It begins with a single thought or idea, and stems into a surrounding ecosystem of awesome. The beginnings of creating any digital marketing efforts center around goals. So this is where I will challenge you to beckon your inner "om" and really take a minute to come to terms with what it is YOU want to say.

Maybe you need a bit of flint before you can light the fire... I know before I write a blog post or begin another day compiling social conversations, I turn to my bits of digital inspiration. Think about what ignites your interest online, and then make a list of those things. Maybe it's fun, colorful graphics associated with a post. Maybe it's brand pages on Facebook having a live chat session. Or maybe it's a weekly video or podcast check-in from your favorite brand representative. But what is it about these pieces of inspiration that are so addicting? The key ingredient to all of these bits of inspiration is VOICE.

Voice is what gives your brand and your ideas a unique identity - a unique flavor. Just like your favorite candy bars! There's a reason that a Milky Way tastes differently than a Kit Kat - they are DIFFERENT and they talk to your taste buds DIFFERENTLY. Yes, they are still both candy bars, and they are still both delicious, but we encounter them differently and enjoy them for different reasons. Your brand and online conversations should hold that same power. Your readers enjoy your posts and materials for different reasons - and it's time to appeal to those multiple senses that will keep them enthralled.

So what are some goals you may wish to accomplish?

1) Building an online community for your customers

2) Having a personal relationship with your customers

3) Encouraging feedback from your customers

4) Inspiring your customers to share your materials

Notice what any of those goals may have in common? Yes, you guessed it. Voice once again makes all the difference in accomplishing any of these goals. UNLEASH your voice today!