What does Barack Obama’s use of online to redefine political campaigning, Apple’s app store and Google’s Android mobile O/S all have in common? These events all occurred in 2008.
Like eating ice cream too quickly, my brain hurts thinking about how things have grown/exploded online over the last three years.
In 2008, social media in Australia started to come into it’s own.
For me, 2008’s key social media themes revolved around social media enabling Australian corporations to become more relevant and transparent, empowering the ‘middle’ of the corporation, aligning social media to directly support corporate objectives (ROI) and learning the benefit of getting it right by ‘failing fast’.
The big question that connected all the themes listed above was when social media would become mainstream in Australia. When will social media no longer be perceived as a fad? When will social media be included in the earliest stages of planning versus being a last minute addition? When will social media have dedicated resources and funding?
Like many, I believe social media (re: new media / social business) has the ability to be transformational. But to date I think it’s only been transactional.
In 2008, I thought the term social media represented the promise of something better, of something bigger. I perceived it had the promise of ushering in the next ‘era of business’. It was the ‘adjacent possible’.
In Steven Johnson’s ‘Where Good Ideas Come From: The Natural History of Innovation‘, he states:
“The adjacent possible is a kind of shadow future, hovering on the edges of the present state of things, a map of all the ways in which the present can reinvent itself. Yet is it not an infinite space, or a totally open playing field. The number of potential first-order reactions is vast, but it is a finite number, and it excludes most of the forms that now populate the biosphere. What the adjacent possible tells us is that at any moment the world is capable of extraordinary change, but only certain changes can happen.”
I think the mainstream adoption of social media has exceeded it’s 2008 expectation. AC Nielsen research shows Australians spend more time per capita using social media than the other nine nations (US, UK & Germany etc) included in the research.
I don’t think we’ve achieved the ‘adjacent possible’, yet. From a business perspective, I don’t think we’ve entered the stage of extraordinary change.
While it’s encouraging to see major brands include their Facebook site on TV commercials. Major brands haven’t moved past social simply being just another channel.
The root cause could lie in most traditional marketers not appreciating the distinct drivers that make social media effective. I think too many traditional marketers see social media as a ‘push’ channel. Traditional marketers are not fully tapping into the ‘pull’ that I think will help Australian corporations experience the ‘adjacent possible’ when using social media.
Perhaps the expectations and key themes discussed in 2008 were way ahead of the times? Perhaps it will take seven to ten years for these expectations to be actualised?
How do you think Australian corporations are meeting 2008’s expectations of social media?