One Platform to Rule them All…Not Quite
The Internet is a big place, and it’s only getting bigger…much, much bigger. Now that the obvious is out of the way, think about how you are approaching social media for your business or your clients.
Five years ago Web was a completely different place. I was in college, and Facebook was for college students, no one had ever tweeted and MySpace was rockin’. Weird.
Things aren’t the same as they were back then. They won’t be the same in the future either, which is why it is so important that your brand’s social strategy is platform agnostic. You can’t focus on the platform because they come and go, evolve and shift. And the rules never stay the same.
Change is Already Happening
Facebook has made some smart moves that cement its position at the top of the pile for probably a long time, but they have certainly evolved. Fan Pages came about only last year. The recent announcements of social plugins, the open graph protocol and open graph API should change the way marketers think about the platform. With 400 million users and growing, it’s probably not going away anytime soon, but it is evolving and the rules for approaching it are changing.
The right approach to Twitter, YouTube, Flickr, blogging and anything and everything else is always changing. What are you doing about Formspring.me? With 5 million monthly unique visitors (Compete) and growing, it’s a new player on the social media scene that might be the perfect for communicating your message through social media. Then again, it's new and may not survive.
Platform change cannot be predicted with 100% accuracy, so with so much happening and so much evolving, what’s the right approach?
Answer: Platform Agnostic Strategy
The right audience with the right message communicated in the right way. This is different for every brand, product and service, but when approaching social media, these are simple things that need to be considered. If you’re going to use Facebook, think about how you might carry your Facebook strategy over to YouTube or to a blog and vise versa. You might not choose to use either, but it will show you whether or not your strategy is tied down to a platform or if it is truly platform agnostic.
Platform agnostic strategies are the ones that won’t come and go. The message will stay consistent and the brand will be able to thrive through whatever the Web throws its way.