Read a very interesting article over at Marketingweek.co.uk written by Mark Ritson, about fickle teens, and came across a great quote
Do you really imagine that Facebook will remain the de-facto social media standard by the time today’s 13-year-olds exit the teenage segment in 2020? Do you really believe Facebook is somehow immune from the same disease that infected MySpace?
The writer goes on to say.
The data supporting a teen defection from Facebook remains qualitative at this stage. I am certainly in no position to suggest that Facebook is already losing teen users or that they are already spending less time on the site. But the key lesson from Abercrombie is that while Facebook’s teen downfall may not yet be upon us, it is nonetheless inevitable and will be expeditious once it begins.
There is a saying in share trading, “trying to buy at the bottom of the market is like trying to catching a falling knife”.
Likewise basing your business decisions on if and when a particular social media system is no longer worth the ROI is not very efficient and you could easily get stabbed in the back of the hand by the falling knife.
Google trends reporting for searches based on in quotes, “Facebook is Dead”.
We cannot predict when the fall from grace will happen, but we can design our online marketing strategy to be nimble, fast and adaptable. If you are told, “you need to get ready for change.”
You are listening to the wrong people.
Change has to be in your DNA.
When things move online they move fast, you need to be adaptable. If you think, “I’ve marketed on Facebook, it’s been good to me so I will always market on FB.” You will be dead.
Adaptability should be hard wired into your online marketing plan.
It should seep into your content marketing strategy to take advantage of techniques like Newsjacking, where you need to act swift and decisively.
The image is of Shackleton, a man who was able to adapt to enormous changes in his situation and survive a disasterous journey to the South Pole. You can get a great book about his journey, Endurance: Shackleton’s Incredible Voyage to the Antarctic