New Jersey, Facebook, social media and the pace of change

What the world used to look like, but the right side is taking over if it hasn't already

Yes, we all know that there are 450 million people on Facebook, that YouTubers upload the equivalent of 86,000 feature length films (in under 10 minute increments) to the web every week, and that Twitter users tweet more than 50 million times a day.

An even more interesting – though maybe not surprising — fact is that there are 309 million people in the U.S. and combined they have an astonishing 276 million mobile phone accounts.  Factor out babies, prisoners and the occasional rural recluse and that’s a pretty impressive market penetration.  Oh, and did I mention that by the end of next year 45 percent of those phones will be smartphones.

Of course the real story here isn’t about technology or platforms.  The real story is what all those Facebookers, YouTubers and smartphone users are doing with the platforms and tools. They’re rapidly  transfering power from broadcasters, publishers and marketers to themselves, the former viewers, readers and consumers. The latter, now content creators and distributors, continue to embrace the potential of digital technology, open-source software, and community faster and more effectively than those from whom they are wresting control.

Just look at what happened yesterday in New Jersey; thousands of students across the state walked out of school disrupting classes, throwing off test schedules, and reminding teachers and administrators not only who’s really in charge, but how easy it is to mobilize in the age of Facebook and Twitter.

Granted there’s no shortage of students in any public school system looking for a reason to get out of the classroom.  Nevertheless the ease and speed with which the event was organized speaks volumes about a new generation’s use of all things digital.

Michelle Lauto, the master mind behind the state wide protest

Michelle Ryan Lauto, an 18-year old college freshman, posted an “event” on Facebook, attracted 16,000 members in a matter of no time and organized a state-wide protest against cuts in school budgets. One person plus a Facebook account equals the power to inspire thousands of student bodies to stand up take action.

My friend Faris Yakob talks about how we all have a primary mode of interacting with content.  People over the age of 35 (rough guess) are perhaps viewers and readers first, content creators and sharers second.  They may be online and in social networks, but TV and print remain their primary mode of engaging with information and entertainment.

But the generation entering adulthood (ready to buy cars, homes, furniture, electronics, and laundry detergent) uses the web and its interactivity as their primary mode of engagement, relegating TV and print to second place.

They will have grown up like Michelle Lauto.  They will never be passive consumers of either products or media.Still there remain brands, marketers, manufacturers, educators determined to pump out circulars, broadcast messages, and exclude consumers from participating and co-creating.

Sure all those tactics still work and there are well established infrastructures to support them.  And yes, they’ll perform for another few years.  Maybe even longer. But consumers, readers, viewers, audiences and students no longer behave according to the old rules.  In fact they’re writing the new ones.

For everyone on the left hand side of the slide above, it’s time to get with it.  I don’t mean put up a Facebook page and use it to “collect” fans (now called likes.)  Or launch a Twitter account to tweet out offers and incentives. Instead:

It’s time for brands to understand all the different ways in which consumers engage with content, media, technology and each other and then learn to create experiences, utility and social value, along with an invitation to participate.

By now there are thousands of companies and brands using social media platforms and networks.  Some actually get it, using them not as replacements for old media but as ways to create and build a new kind of relationship with their communities. But others are still sitting on the sidelines.  I’m not sure what they’re waiting for. The pace of change will accelerate at a blinding pace. If they want to be around to see the future, it might be a good time rethink their vision.

15 comments
Mark Burgess
Mark Burgess

Edward,

Great stuff! I've experienced the difficulty of working to get employees in major corporations to change (and they were being paid) so changing the masses creates new challenges. Social media has the potential to enable change.... but it is still very hard to implement.
.-= Mark Burgess´s last blog ..mnburgess: Going to New Jersey to Find America / via NYTimes http://nyti.ms/9aOJPf | Jersey's where the real "relatable" people are =-.

Mark Jenson
Mark Jenson

Edward another great post. I love the info that you share about Faris and his perpsective on how different generations have a primary mode of interacting with content. As I'm on the older side of 35 - I'm still primarily using TV and print as entertainment and info sources. But each and every day the web and the interactity tools that are out there are becoming more and more my primary mode of entertainment.

How different generations are purchasing goods and services clearly needs to impact the way that we as marketers try to not only reach them but to engage with them. Experiences and the invitaion to particpate will be crucial to brands success.
.-= Mark Jenson´s last blog ..The Twelve Tenets of Twitter =-.

Natalie
Natalie

I appreciate that you have pointed out that the next generation is consuming information differently. I think that many companies are so focused on today's target audience that they forget they will soon be targeting another generation. great insights!

Leo Bottary
Leo Bottary

Impressive - both the stats and the protest!
.-= Leo Bottary´s last blog ..Organic Growth =-.

Ben Kunz
Ben Kunz

I agree, except you missed the trend in your word graphic. The right side is becoming the left side, as individuals learn to:

> manufacture events, products and communication forums
> publish their every thought
> broadcast themselves to peers
> advertise by shilling their own network
> program and tweak their own tools.

The irony, of course, is that individuals are learning to act just like the big, staid, unlistening, broadcasting, self-centered commerce platforms that you suggest are outdated. I can rebel against the Man, because with new technology, I am now the Man myself.
.-= Ben Kunz´s last blog ..EdgeRank: Why Facebook filters your stream =-.

edward boches
edward boches

As for the opt in only listen to what we want: that's not a new premise. Lots has been written about it. And you are right, it makes it easier to find only what reinforces our existing beliefs. But social done well has chance to accomplish the opposite.

edward boches
edward boches

I just spoke at a TEDx conference and met some folks there doing amazing things. One organization Axis of Hope connects young students across cultures to teach conflict resolution. Think Palestinians and American kids learning to appreciate each other's perspectives, staying connected via social media, learning to resolve conflict and then growing up to be diplomats. Idea inspired by fact that terrorists start indoctrinating kids at young age. When you think about social from this perspective, its potential for collaboration becomes significant.

Ben Kunz
Ben Kunz

Good point.

My suggestion is that "collaboration" may be overblown as so many people become individual broadcasters. In other words, we often poke at companies for not listening to others; the risk is consumers start closing their ears as well.

I've been toying with the idea that modern tools may be creating more fragmented, isolated bubbles vs. real communities. The feedback mechanism that allows us to only listen to friends or news feeds that we like may be polarizing society. Fox News and MSNBC are the biggest signals that something is being lost as we all have new tools to find only those that mirror our minds.
.-= Ben Kunz´s last blog ..EdgeRank: Why Facebook filters your stream =-.

ManuelQuinteroNieto
ManuelQuinteroNieto

IS NECESARY FOR ME THAT YOU SPEEK SPANISH BECAUSE I DO NOT REMEMBER GOOD ENGLISH - I AM 78 YEAR OLD - AND I GUEN TO NEW JERSEY BY FRIEND IN THAT CITY OF RADIO FROM SOUTH SPAIN BY CONOSUR INTERNATIONAL AND CONDOR OF NEY JERSEY AND NEW YORK. - I SEE N.J. AND N.Y. -

MY EMAIL IS: cono.sur@hotmail.com

edward boches
edward boches

Ben:
Actually I didn't miss it. Took graphic out of context. Graph represents what *used* to be in the day of the two class system. Those on the left thought they were there alone. So we are both right: how rare is that! Hoping we don't become the man. I think there are some differences generational besides just technology. My generation couldn't succeed unless someone else failed. I think that the new generation is all rooting for each other. The real issue is that the bad guys will be using all the new tools, too. So still, no one has an inherent advantage. The idea and content will still matter, but the way in which it gets created, discovered and shared will change. Faster and faster and faster.

Michael Conway
Michael Conway

Great and to the point. I've often thought of this demographic as the texting set. You know, 100 a day in a school environment that bans texts. I would love to know more about the culture of SMS. Are Brands using texting as part of the marketing mix and does it work?

Jeff Shattuck
Jeff Shattuck

I LOVE THE NEW WORLD!

Hey, just a quick book suggestion for insight on why a business or person might not be embracing the new reality. It's called The Ordeal of Change, by Eric Hoffer. Short, tight, to the point -- but expansive and deep.

http://www.amazon.com/Ordeal-Change-Eric-Hoffer/dp/0899667481

Jeff
.-= Jeff Shattuck´s last blog ..Do I even want a music career? =-.

edward boches
edward boches

Great, thanks. Now will have to decide whether to buy the physical or the digital version.

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