Our research has shown that people are being turned off generic social media because the content added by ‘friends’ and/or colleagues is not relevant. The desperate need to build your friend base has resulted in having to trawl through content from people you would not normally have the same conversation with. Rather than creating an awkward situation by blocking or deleting that ‘friend’ we found people just removed themselves from the platform.
Social media is not the issue, but how we have chosen to use it. It is a relatively new concept and ‘friend harvesting’ was seen as an endorsement of ones social status in the beginning, with little thought to the consequences. Whilst I am happy that Jimmy I went to school with 20 years ago is happily married with 2 children and a great job, I don’t really care that his cat brought a mouse into the house at 3 am, or he fondly remembers his granny who past away 30 years ago today!!
So people are now moving to the elements of generic social media they do like, Linkedin to discuss business, Instagram to share pictures, Whatsapp for messaging etc.
This does not mean there is no desire for social media, or the applications within it, we just believe that people would be more comfortable using social media that is relevant to their lives, where discussions involve their interests with like minded individuals.
We have created a vertical social media site for golfers, Homepage – Clubface-Golf (http://www.clubface-golf.com) , it offers the opportunity for the golfing community to engage with each other about golf and their golf clubs, it is a com interests without having to find out what 60% of their online friends are having for dinner tonight!munication channel for the golf clubs to communicate with their members and guests and it is about GOLF.
The golf club I am a member of at the moment currently updates its Facebook, Twitter, Instagram and google pages daily in the vein hope they will cover all of their members, they also email a monthly news letter?!? (this does still happen).
Vertical social media allows them to funnel all of their members through one channel with content that is relevant and the members can discuss their interests without having to find out what 60% of their online friends are having for dinner tonight!