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People have no complaints at all as they are brought from one page to another by hyperlinks. But when they share photos or browse the online album of their friends’, a sense of disconnection may come to fill their hearts . It is proposed that social experience must be enhanced to improve networking on social media. It is not about the “whats” and “hows” you upload (which were discussed years ago). It is about the experience of socializing online and how that unite Internet users. But what’s the reasons behind the lack of social experience? The answer may be found in the music industry. Lessons from the Music Industry The music industry offers an excellent case study of the unhappy ending online video could face if we forget the importance of social interaction. By now, everyone knows the tale of how the music industry largely shunned technological improvements in distribution in the early 2000s, just as downloading portals, such as Napster, offered consumers a more engaging and efficient means of acquiring music. The decades-old distribution model for music was dead. Musicians thought the new model would be fortune making but the result was disappointing. Besides the problems brought by thriving piracy, the availability of musical albums was push to a peak by iTunes’ 99 cent-per-song that music was downgraded to be a cheap commodity. Live performances then became the more reliable source of income. The social experience in the real world reminds us once again how essential music is and is replacing the social experience in the virtual world. Content Can’t Always Be King As more and more people have experienced the advantages of social marketing solutions, it is commonly believed that content is the key. Well, not necessarily. Again, take iTune’s 99 cent model as an example. Yes it made online purchase of music much easier, but the loss of exclusivity drove fans away. Social Experience Matters More The mass distribution models of the digital age are beginning to show their faults. As people throughout the world gain access to an increasing number of media consumption devices (computers, smartphones, iPads, etc.), we now have more choices than ever before. Content itself no longer defines our choice of distribution channel. The priority in the social media world has moved from its content to its experience. Just like the divas who are on the roadshow to earn money by greeting their followers in-person, online products which come along with social experiences will soon overshadow the old content-oriented marketing method. Social media interaction will evolve to be much more interesting and absorbing. There will be more tools available for us to express our emotions and feelings to friends online, making it easier to link our conversations in the real world with the content we share in the virtual world. Marketers’ focus should really shift from the “whats” (content) and “hows” (ways of distribution) of sharing to social experience optimization, to ensure customers’ loyalty. Looking to find the best deal on promotion online, then visit www.yoursite.com to find the best advice on online promotion for you. |
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Tags: Advertising, social media