Social Media Continues its Relentless Pace to Try to Make You Stay Put
It’s a relentless pace out there. And much like the holidays accelerate the end of the year, and we suddenly look up on January 7th or so and wonder just what the hell just happened, social media is continuing to not so much reap the whirlwind as to be the whirlwind. But at the same time, there’s an effort afoot to slow down and control the whirlwind.
Case in point: Twitter‘s recent changes are designed to keep people on as long as possible. They do this by embedding media more directly and making it so that you don’t have to leave Twitter’s embrace in order to enjoy a clip or a photograph. So far, so good. But shortened URLs allow for more malware exploits. It’s like one step forward, a step back and another one to the side.
Facebook, yet again, looks to change its layout. The profile is going to become richer and provide more information. This may or may not be useful to users but it will certainly keep them on longer. At least, that will happen in the beginning, when it’s a novel concept.
LinkedIn tried adding Signal to make it easier to track even more of the social media avalanche – and, of course, to try to keep people on LinkedIn as long as possible.
What these changes have in common, other than, perhaps, novelty for the sake of novelty, is the desire to keep people on site as long as possible. Put some tar down, and have us all stick, at least for a while.
So while the internet spins ever faster, and social media sites attempt to keep up, their overall strategies seem to try to slow us all down. Will it work? Is it a foolish dream to think you can keep people around with such tricks, such slick bells and whistles?
Lack of Content
What disturbs me is that there’s not a lot of content happening. And it would, could, should make me want to hang around. Instead of hiring writers to improve things, or rewarding good current content providers, each of the big three sites is instead pursuing a software solution. But what’s the sense in hanging around a site if the content isn’t compelling? Or are we, instead, merely getting the sites that we, perhaps, deserve?
Hence here’s what happens if my Facebook friends list is dominated by people I went to High School with over thirty years ago. Their status updates and my wall are dominated by news of their birthdays, their children and their careers. But isn’t that what’s to be expected? And if I instead tip my list in a different direction, and it’s suddenly dominated by the people I work with or diet with or do artwork with, the news is going to be different.
Comparison to Reality TV
One thing about Reality TV is that it’s anything but real if it’s at all successful. Because people just, generally, don’t lead terribly interesting lives (yes, you too, gentle reader). We pick up the dry cleaning. Or we bicker over the remote. We forget to buy sausages and make do with hot dogs. And around and around and around we go. And all three of the big social media sites, when we are not following celebrities and businesses, are really just a big agglomeration of Post-It Notes whereby we tell each other to grab milk on the way home. For “Reality” to be compelling at all, it’s got to be unreal, and scripted. It must be turned into this fight or that rose ceremony or this other weird pancake-making challenge.
The big three social media sites, when you strip away the celebrities and the companies, can be a boatload of errands or a standard-form holiday letter. You know the kind, where you’re told little Suzie has taken up the clarinet. Over and over ad infinitum.
No wonder we need software solutions to keep us there. The relentless pace continues.