I’ve laid off the blog so long – not to mention the “Social Media Top 5” semi-feature – that one might think it was “dead.” I dislike when people in marketing declare things dead just to get attention (almost as much as when marketers declare the latest unproven, not-widely-available tool “the next big thing”), so time for a revival and five things that, like this blog, are most definitely not “dead.”
1. “LOL” – According to Facebook, people are not using “LOL” as much to express laughter. Apparently, “haha” is more popular. I understand the emergence of emoji’s as more and more of these nasty critters are a click or so away from making you look hip in front of your friends. I have a hard time understanding why four characters trumps three in this age of brevity and autocorrect; why not the simple “heh?” – perhaps too understated. Also, the Facebook was based on a week’s worth of posts, so simmer down, people.
2. “Real-Time Marketing” – This one’s not dead because the “real-time marketing” ghost that people have been chasing ever since Oreo’s heavily-planned moment of serendipity happened was never really alive. You either have a marketing or PR team in place that can act quickly to news events, or you don’t. That notion didn’t suddenly become evident at the 2013 Super Bowl (unless you were an attention-seeking social media blogger, then it was the Greatest Thing Ever That Never Happened Before). If you want to give up on “newsjacking” because it’s too hard because you can’t keep up with millions of Tweets, you’re thinking about it incorrectly anyway- find your niche and show up to your audience- not the world. Take advantage of news or don’t, no in-between. Nothing died, nothing to see here. Meanwhile, I will continue to walk out of any conference speech or panel that lazily brings up “Oreo at the Superbowl.”
3. Google Plus – This one is harder for me, as I have long been a skeptic of those who would put Google Plus alongside Facebook as a viable competitor in social networking. I was never a G+ hater so much as an eyebrow-wagger at those who declared it the Greatest Thing Ever, even touting tutorials on G+ business pages before such things actually existed. So long as Facebook had everyone on the planet, that was never a worthy or realistic goal, or a realistic way to consider it. Google’s habit of pulling the plug on services that a small number of fierce fans love, in the interest of re-allocating resources and focus, has also been a factor in the frustrations many have over G+. Anger over the recent a changes to Google Plus was fed by those recollections, I suspect. But saying Google Plus is dead because they are re-focusing the product (I tend to agree with my colleague Mark Traphagen’s assessment) is not close to true. You may not use G+, you may not like what it was or what it might be, but it is still here and it is what it is.
Bonus plug: my employer, Stone Temple Consulting, recently released a study on what gets engagement on Google Plus– I’m biased, but I think it is good fodder for those who don’t mind the fact that G+ is “dead.”)
4, Music – Well, maybe music is actually dead. Sinead O’Connor said so. Perhaps she’s upset she never managed to kill it herself, though I suspect music will live past a mass-media entity like Rolling Stone featuring the not-as-dumb-as-we-want-her-to-be Kim Kardashian on the cover.
5. One More – If you want to declare something dead, I recommend a safer, unassailable bet. Of course, saying that nearly guarantees that Columbia House will return in some form.
Final Word: On the futility of anger: A self-proclaimed optimist says that the next time he sees one of those pessimists, he’s going to take his half-full glass and pour it over his head. His friend replies, “But then your glass would be empty.” My glass is empty, and the fridge is full of beer. Drink up, folks.
Bonus: I’m not using an image from the Monty Python and the Holy Grail “Not Dead Yet” sketch to illustrate this post. You’re welcome.