The last two weeks have seen the social world tip toward what the future holds. The following demonstrate to me that platforms are finally catching up with trying to solve the noise problem by moving to facilitate the resonance. In physics, resonance is the tendency of a system to oscillate at larger amplitude at some frequencies than at others (wikipedia). When something has quality or viral value, it has a larger potential for resonance marketing and to rise above the noise.
- Facebook finally exporting ‘social code’ into everyone’s website (read more here) with their announcement of the Open Graph protocol. Jeremiah Owyang had predicted the website would become a portal between companies and customers. But brands are obviously not moving fast enough so Facebook is now allowing dead simple codes to transport the conversation from Facebook to those websites. It’s also opening up search as a default to scan conversations across the Facebook platform. On a similar note, Twitter had announced @anywhere which is now live at SXSW Interactive.
- Tumblr CEO: “We’re pretty much opposed to advertising” is also consquential as this is not the first time social platforms have refused to fall into the advertising trap. Posterous and Facebook have all held back from release ad features and focusing user adoption.
- WordPress ships 3.0, the multi-user version of its blogging platform, enabling anyone anywhere to build new media empires.
- Twitter announced ‘sponsored tweets‘ — adopted already by Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America. These tweets will nevertheless have be relevant or will be taken down if they don’t resonate (Resonance being defined here as retweets, @replies, #tag clicks, avatar clicks, links clicks, views after RT).
In other interesting news, Taggable.com was released earlier this week showing once more that “Sharing” has to be embraced by brands (personal and business branding). On another note, we see scarcity marketing taking a larger ever presence in communication strategies. The last to date was the loss of a non-released iPhone 4.0 followed by Dell’s newest phone leak…
So what’s the difference between social media marketing and resonance marketing? I believe there is a lot….
|Resonance Marketing||Social Media Marketing… traps
||The core matters the most. Building trust and symbiotic relationships with brand advocates supersedes all other forms of marketing. The tribe will move mountains, not the followers.||It’s a numbers game; the more the merrier. This brings dilution, not results. ‘Buying’ your presence is becoming all too common.|
||Content quality & shareability takes strategic brains and indefinite trials + passion.||The brand tweet, face-tweet; therefore I am an expert.|
||The brand is a servant of its community, it learns to move in an open-social world.||Self pimping becomes a major part of the brand’s social activity.|
||It’s real time, 24 hours a day and global. Professionalisation of community management is a necessity.||Brand’s automation low added value content, RT-land and #FF-buddying|
||Like a river, it sources itself across the entire spectrum of the digital & social footprint. Influencers can move.||Facebook and Twitter are the only places where influence takes place. (NOT)|
All in all, the social ecosystem is becoming smarter and responding to user demand. All social platforms know that user fatigue is looming … brand or friends and noisy followers may just be too boring and resonance is the only way out to make everyone behave.
Will resonance will save us from the noise? Is resonance marking the departure from social media cowboy?
What d’ya all think?