The Evolution of the Social Web

I never enjoy writing these kinds of blog posts.

The reason?  I don’t have a crystal ball; I’m not a social media guru; in fact, I can’t even fix a computer.  However, I’ve been inspired by a few recent blog posts and articles that have touched on the subject - so here we go.

After giving it some thought, all I can say with absolute certainty is that, when it comes to the social web, we’ve only just begun.  Ten years ago who could have predicted that Facebook, YouTube, and Twitter would be such huge players online.

However, despite this fact, some business people still see social media as a joke.  The good news is that the more people who think like that, the greater the opportunity is for you to use these tools to grow your business.

Therefore, my goal is simple.  I want to provide you with an overview of the evolution of the social web. By doing so, it’s my hope, you’ll begin to understand the trends shaping its future, but more importantly, what’s required to harness its awesome power to build trust with your customers.

Trends Shaping the Future of the Social Web

In 2009, Forrester Research published a report called; “The Future of the Social Web.”  They interviewed twenty-four leading web and technology companies including Google, Facebook, Twitter, and Microsoft.

When asked the question, “what do you think is going to happen [with social media] in the next five years?” Nobody could predict past four years.  Things are moving that quickly.  The report, went on to document the evolution of the social web in the following five stages:

The Era of Social Relationships: Starting in the mid-90s, this era witnessed the connection of people through profiles and friending features that served as the foundation of social media as we know it today.

The Era of Social Functionality: Social networks begin acting more like operating systems.  This means third parties can build applications, games, and widgets and put them on top of existing networks.

The Era of Social Colonization: In 2010, social technologies such as OpenID and Facebook Connect enabled individuals to move around the web with their online identity, making sites and networks that participated social.  These technologies, ultimately, could influence buying decisions as people rely more on recommendations from trusted individuals in their social networks.

The Era of Social Context: Social networks and sites begin to recognize your identity and relationships to customize your online experience.  For example, soon you might be able to flip a switch online telling Nike you run 10 kilometers a week and immediately see the shoes that are best for you along with input from your running pals.

The Era of Social Commerce: In 2011-2012, individual’s attention starts to fatigue.  As a result, people begin to create online micro social networks that focus on the quality of the connections and conversations and less on the quantity.  These individuals collaborate to identify products and services that solve the needs of their community.

With specifications in hand, these communities then start asking companies to bid for their business.  Thus, the era of consumer-generated brands begins to unfold.

Warning: Participate or Be Left Behind

When marketing was born, it really was just selling.  Later, things got sexy and advertising became the opium telling people how they should look and feel.

Then people started to realize that companies weren’t gods.  So then, marketing went guerilla.  Agencies told their clients it was all about disruption and that they should ambush their customers with their marketing messages.

Today, media is in the hands of the people.  So now, smart companies must talk to people.  They must keep in touch, listen, and engage.  They must now ask, “what will make your life easier?”

In the near future, as consumer-generated brands shake the very foundation of your current business model, you’re going to have to participate within these micro communities to ensure you’re not left behind (if they let you in).

Giving up control won’t be easy, but if you make the transition today you’ll see enormous benefits, and consumers will trust you more for doing so.

Trust me.

About the Author:

Mitch Fanning is VP of Strategy & Business Development for Fruition Interactive, an authorized member of Social Media Club, and founding member of Social Media Club Niagara. He’s spent 10 plus years working with businesses of all sizes, from global brands including NBC.com to Canada’s fastest growing Internet companies ranked in the 2009 PROFIT 100.  Follow Mitch on his adventures in new media at [mitchellfanning.com].

Photo credit: krupp