Social media stands apart from previous, less adaptable interactive platforms such as print and traditional advertising, as it breathes life into the concept of the Intelligent User. This contemporary differentiation is frequently misconstrued by web developers and undervalued by users, as the power of choice represents a novel distinction absent in prior mediums. In marketing, for instance, consumers are accustomed to the outdated model where they remain passive recipients of messages dictated by marketers.
Interactions are unidirectional in this paradigm. However, on the internet, interactions are more dynamic, and the Intelligent User, as a result of this new system, has surpassed the old model.
What is social media, one might ask?
In brief — for those who have been sheltered from the digital world over the past six years — it is the fusion of technology and social interaction. When we refer to social media, we think of blogs, Facebook, and Twitter. How does it operate?
The adage that the best advertising is word of mouth has always resonated with me. Social media can be aptly described as word of mouth amplified, where individuals not only share words but also ideas, images, videos, and audio content.
This content is then shared by other users at an unprecedented pace, through personal connections. Some content spreads like wildfire, while others generate minimal attention, but every selection is made by an Intelligent User.
With millions contributing to social media, there is an abundance of content.
This is why an explanation akin to the following — to elucidate how content disseminates — is promptly provided by anyone who does not fully grasp the mechanism:
> “The instant and unquestioning credibility assigned to virtually anything read online is a new phenomenon.” — Anne Kavanagh, Global Travel Retail
Comparing this to the “word of mouth” analogy, the “phenomenon” refers to the accelerated spread of information on the internet through the interconnected web of social media. The misconception lies in Kavanagh’s explanation of social media, which lacks direction in the “phenomenon.” Information does not spread “unquestioningly” through social media; it does not propagate without consideration or intent. While her advice is sound, her understanding is flawed.
Marketing campaigns based on this flawed understanding will fail to capitalize on the full potential if the audience is viewed as a mysterious phenomenon rather than a collective of Intelligent Users.
We can rectify Kavanagh’s misconception by explaining how social media truly operates. The “phenomenon” is not new.
It is not even a phenomenon. Social media functions similarly to how word of mouth operated prior to the internet, as I have outlined, but now it is amplified and documented by technology. Kavanagh was correct about one thing.
Information seems to spread “instantly” online. The infrastructure of social media is designed for millions of instantaneous interactions. You can literally observe this happening on platforms like Twitter.
Interested parties can not only follow the conversation but also measure, evaluate, and even influence its direction, as Kavanagh suggests.
To summarize, Social Media is not mere digital paper. It is not simply noise.
It is a multi-functional two-way communication system composed of millions of Intelligent Users. So what does this mean for you?
For Intelligent Users
You are more than just a number.
Here are some actions you can take to personalize your experience.
1. It’s an investment. The more you invest in social media platforms, the more you gain. Your experience is contingent upon your willingness to engage. So contribute something meaningful.
Who knows what you might receive in return?
2. Interact — Don’t fear change. Embrace your initial instincts when encountering new products. Try them for yourself before forming an opinion.
3. Provide feedback whenever requested! In fact, offer it even when it’s not requested. Positive feedback is always appreciated, but don’t hesitate to offer constructive criticism as well. It could enhance the product, and perhaps the entire industry.
For Developers
You are the innovators (or, as Nietzsche termed his new philosophers, the “attempters”). However, remember that you are creating a product for the users.
1. Listen to your users. Your users may not possess your expertise, but their feedback is invaluable, particularly the negative feedback. Be patient. Remember, your purpose is to assist them, not intimidate them with your technological prowess.
2. Experiment with new ideas. New concepts brought us to this point, and new ideas will guide us into the future. While you must pay attention to your users, don’t shy away from new ideas. People naturally resist change.
3. Embrace failure, and most importantly, learn to recognize it. Remember, the number of times you fall does not matter; what matters is how many times you rise.
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