We have too many social platforms according to Dorie Clark in a Harvard Business School Blog posting and I am speechless. Good thing I can still write. One passage in Clark’s piece is amazingly illustrative:
“During a panel I moderated with well-known blogger and tech expert Robert Scoble, he said there was no alternative to constant, ubiquitous engagement and held up a spare battery he carried for his smartphone, so he’d never run out of juice. No time to respond to tweets? Do it while you’re walking down the hallway, he said. Plenty of people agree with him.
Ok? But at some point there are only so many minutes in a day, so many hallways to walk down and so many more social platforms.
Please allow me to offer a modest alternative. Why not stop and listen and analyze what’s coming in over the transom rather than constantly bailing. You are, after all, in no real danger of sinking your little social boat.
This posting is largely good news because it indicates we might be nearing the end of the social hype curve. This could be the year of focusing on all the other things that social is really good at like listening and through analytics, helping us to synthesize novel responses.
If we get away from pure broadcast mode and apply some analytics we might discover things like sentiment, emotion, intent, demographics, likes, interests, influence and who knows what else.
Of course, back in the day all we had was broadcast, which might mean that social really is maturing. That always happens at the end of the hype curve and miraculously we start getting some of the productivity that was promised way back at the beginning.