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کتاب: از گریوی بپرس / فصل 11

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CHAPTER 9

THE PLATFORMS

IN THIS CHAPTER I’LL TALK ABOUT WHERE THEY ARE AND WHERE THEY’RE GOING.

Debating the current state of the Internet has become as much a passion for some people as sports, music, and celebrities. For years now the five to fifteen platforms that dominate our society, whether Blogger and MySpace a decade ago, or Instagram and Snapchat and Facebook today, have been fuel for conversations around what stock prices will do, where society is going, and where creative things are happening. These hubs have become integrated into our daily lives as much as television, radio, and magazines used to be, and there’s no more interesting time to talk about them than while they still capture the consumer’s imagination.

It’s a challenge to answer questions about social platforms because in the time it takes you to utter one sentence, they’ve usually changed again. However, as I updated and elaborated upon these answers, I realized that the real value isn’t just in the analyses, but in the overall pattern that emerges. This isn’t the first time we’ve seen tech wreak enormous cultural and social change on our world, and it won’t be the last. And we’re all still here. Businesses are still being built, people are still innovating, and the world keeps turning. My hope is that reading this chapter will help more marketers and brand managers welcome change rather than fear it.

The Big Picture

What will the next big social network have to do to challenge Facebook, Twitter, or Instagram?

Which currently popular social media platform will likely be extinct by 2020?

Social media marketing is not as dominant in other countries as in the United States. For example, in Germany a meerkat is still nothing more than a cute animal. Is it really worth our time to put content on these platforms, then sit, wait, and hope they gain traction?

I make my living off YouTube and lately people have been asking what my next step is because they don’t think YouTube can last forever. I think it will only continue to grow. Should I hedge my risk by expanding to other platforms or stick to YouTube?

Why do you rarely recommend YouTube in your digital recommendations despite the 1 billion active users per month?

Is there value to following thousands of people on Twitter, or should you only follow those who bring value to you?

I understand that marketers ruin everything, but is Twitter’s latest algorithm change going to damage user experience and the essence of Twitter?

I don’t understand why I barely see @garyvee in my Twitter feed, but you’re all over my Facebook account.

Why is Twitter so much like a wall in a public bathroom?

Why are so many people afraid of Snapchat, especially marketers?

What are your thoughts about Facebook’s ban on like-gating?

Marketing to the next generation through Facebook is on par with putting ads in the Yellow Pages. Facebook is dead. What’s next?

I don’t get it, Facebook. You decide to not show my book page to people. Do you think a lack of success will make me give you more money?

Will Facebook video become a rival for YouTube as a monetized video platform?

Three seconds count as a view for Facebook video—moderately misleading metric, or incredibly bullsh@t metric?

My little sister has Insta and Snapchat but has no interest in Facebook. What do you think the future holds for Facebook?

Do you think eBay will become irrelevant if they don’t innovate?

Blogging doesn’t seem as popular as it was a number of years ago. Does it have a future when everyone is “renting” social media space?

Numbers of monthly users aside, do you think Instagram is actually a larger social network than Twitter?

How will Instagram evolve in the future?

Facebook and Twitter make it easy to manage separate pages and accounts, but not Instagram. Is there a way to successfully use one account for all three things without it being sh@t, jumbled and ineffective?

People who write essays as their Instagram captions—what the hell are they thinking? We’re there to look at pics, not read endless sh@t.

Like, why is my dad following me on Instagram? Like, no, that’s unacceptable.

People ruined the artistic intention of Instagram. Like now people try to sell refrigerators on it. The fu@k?

Instagram posted that they’re going to start advertising on the timeline in the United Kingdom. More than 6,300 comments protested that they’re going to ruin it and threatened to leave the platform. Your thoughts?

I am wondering what you think of Direct Message on Instagram. Is it an untapped resource?

What’s your take on podcasting? You’re playing in the space, but not all in. Not worth it yet?

As a man I find it extremely hard to accept that other men use Pinterest. How do I get over this bias?

There is buzz around Pinterest advertising and they are slowly letting in business accounts. Are you optimistic?

What are your thoughts on using Kickstarter to start a business?

What do you think of Ello?

What’s your opinion on listicle sites?

Do you think email will be more or less relevant in the next five years?

What are your thoughts on Reddit? Is it even social? Is it useful?

Why do you continue to use Google+?

What are your thoughts on the marketing opportunities in Yik Yak?

Which industries do you think will leverage Meerkat the best? Who is their target user?

What do you think of Yo’s new updates? Can businesses use them to communicate to customers?

How will the world change in 2018 once the Apple Watch has probably become a vital part of everybody’s lives?

Disney’s MagicBand: How do you see this space evolving? What do you think about the necessity for these online/offline bridge technologies?

What are your thoughts on Facebook advertising on television?

I just bought an indoor billboard company. How do you feel about advertising in the bathroom?

When will social marketing spending be bigger than television commercials?

Do you have suggestions for me and other photographers about other ways to drive local print sales?

If you created a social media platform, what would be the key feature and why?

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