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Every evolution of Web technologies, applications and devices has seen businesses try to leverage the platforms to fatten their bottom line. While visionary early adopters are quick to see and jump on new trends, conservative businesses eventually \u2013 maybe reluctantly \u2013 join the fray.<\/p>\n
As devices and technologies continue to morph and evolve at a faster and faster pace, reluctantly joining in is no longer an option. The ability to ride what my friend Steve Woodruff<\/a> calls \u201cTrend Currents\u201d will make or break businesses.<\/p>\n I see Trend Currents as evolving methods of human communications and behaviors that follow technological advancements. Some will argue that technological advancements follow changes in human behaviour, but in either case seeing the Trend Current isn\u2019t easy for most business leaders. They miss the proverbial forest for the trees. The point being that technology has increased the rate at which our communication practices change and businesses who refuse to embrace or even gamble on new innovations, channels and technologies will yield their leadership position or never achieve it.<\/p>\n Consider:<\/p>\n We\u2019re now trending the next evolution, what Deloitte\u2019s Chris Heurer<\/a> calls the Post-Digital Era yet I still know many businesses that are still trying to figure out how Web 2.0 can be adopted in their online communications. They’re all mucking around in the weeds, playing catch up and never stop to look up and see where the currents are taking them.<\/p>\n The de-evolution of the Social Network<\/strong> The more things change the more they stay the same. Fast forward to today and most business leaders are still so focused on catching up to the now that they are not seeing the Trend Currents.The recent Facebook vs. Google+ debate is one such example.<\/p>\n The focus has revolved around the question:\u00a0how can any social network beat Facebook at its own game? It\u2019s so large, so ubiquitous that no one will ever dethrone them? Even Mark Zuckerberg\u00a0 recently quipped:\u00a0Google+ is the \u201clittle Facebook\u201d.<\/p>\n What they\u2019re not seeing is that Google+ is NOT a social network at all. People, including Mr. Zuckerberg it seems, are so wrapped up in the now that they are not seeing what\u2019s coming. Social Networks will de-evolve from a closed \u201cnetworks\u201d to open all-encompassing communication \u201cplatforms\u201d.<\/p>\n And that\u2019s exactly where Google+ is going. It\u2019s will be completely embedded within our daily Web & Mobile communications, not a destination where we go to grow fake vegetables and livestock or voyeuristically peek in on the lives of our old high old flings.<\/p>\n Google\u2019s Chief Business Officer, Nikesh Arora describes this best: \u201cIt is a platform which allows us to bring social elements into all the services and products that we offer. So you have seen YouTube come into Google+; you\u2019ve seen Google+ with \u201cdirect connect\u201d go into our search business. We are trying to make sure we use social signals across all of our products… It\u2019s not just about getting people together on one site and calling it a social network.\u201d<\/em><\/p>\n Even if we were to believe Mr. Zuckerberg\u2019s position that Google+ is a \u201clittle Facebook\u201d, that little network controls the world\u2019s most popular web and online marketing analytics platform and video network\u00a0(to name a few)\u00a0and of course the world’s most used search engine\u2026.the Web\u2019s gateway. And as it continues to merge all its properties into one highly connected online infrastructure \u2013 through every communication device we own \u2013 it will become \u201cthe air we breathe online\u201d. Yet most businesses are still trying to figure out Facebook and have barely given Google+ a second thought.<\/p>\n What can a business learn from this? <\/strong><\/p>\n Your corporation\u2019s online presence, the entire Web in fact is no longer information-based but social-based. And the implication for business is huge. The Web is rapidly becoming less about data and more about connections. Corporate blogs are already on track to replace the corporate Web site as the brand\u2019s most visited web property.<\/p>\n The way customers search the Web has evolved. Increasingly, they are searching for opinions, points of view and recommendations beyond static information. Search Engine Optimization (SEO) is making way for Social-SEO, which references the inclusion of our social graph\u2019s actions, history and comments in Google\u2019s ranking algorithms.<\/p>\n Lastly, consider that it took Facebook 10 months to reach 1 million users. Analysts predict Google+ will reach 100 million users by the end of the year.<\/p>\n Still think Google+ is a gamble?<\/p>\n Sam Fiorella<\/p>\n Feed Your Community, Not Your Ego Every evolution of Web technologies, applications and devices has seen businesses try to leverage the platforms to fatten their bottom line. While visionary early adopters are quick to see and jump on new trends, conservative businesses eventually \u2013 maybe reluctantly \u2013 join the fray. As devices and technologies continue to morph and evolve at a … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,1386],"tags":[],"class_list":["post-3654","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-samfiorella"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3654","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=3654"}],"version-history":[{"count":3,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3654\/revisions"}],"predecessor-version":[{"id":3657,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3654\/revisions\/3657"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=3654"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=3654"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=3654"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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