Blogging is dead, and Micro-blogging is for the youth...
Much has been said about the death of blogging, by blogging I mean written content longer than just a paragraph or two. However, there has been a dramatic rise in micro-blogging, meaning very short content, like the 140-character posts of Twitter, or Facebook updates.
Last year Pew Internet reported that only half as many teen work on their own blog as did in 2006. This is no great surprise as they are the demographic that are most prevalent in the micro-blogging universe.
However, one should consider that today’s teens are tomorrow customers. Brands need to remember that teens grow up and when teens are older they will be used to a certain type of interaction from brands they buy from.
Customers are now being bombarded with so much information that they are becoming harder to convince and more cynical in their purchasing. So, brands need to work harder to earn customer respect and loyalty and with the increase in these new social platforms, brands need to engage in a more personal manner. This should include an engagement program very early in the customer life cycle.
Therefore, brands should consider investing time, and effort, in micro-blogging, in order to learn the skills and techniques that are required.
The detractors amongst us will claim that the Social Media landscape is changing at such a rapid pace that it is not worth investing time and energy into current micro-blogging platforms that may, or may not, be around when the teens move into the appropriate customer profile.
This may be the case. However, Social Media is here to stay, in one form or another. And, with the decrease in prices of Smartphone’s, and the almost total integration of the different platforms, it is becoming easier to reach an audience, however cynical and harder to convince they are.
Utilising the tools that are around at the present, will only pay dividends in the future.
by Stuart Macaulaycomments powered by Disqus