Facebook is moving steadily away from a public broadcast channel and more toward the world of private messaging. Users and brands that rely on social media to reach their audience are already experiencing growing pains. Hootsuite CEO Ryan Holmes explains how to keep up.
last month Mark Zuckerberg quietly upended the world of social media. Gone is the quaint idea of social media as a public broadcast channel or"town square" — a way for anyone to reach a mass audience, start a dialogue and change the world. It was an inspiring vision, to be sure, but one undone by trolls and data mining, invasive ads, Russian interference and addictive algorithms.
In its place, Zuckerberg proposed a very different conception of social media as a largely private communication tool: a place for people to message one-on-one or within small, closed groups. In this scenario, updates either disappear shortly after sending or else are encrypted — effectively putting them out of reach of advertisers and other prying eyes.
While this represents quite an about face from Facebook’s initial mission, it’s also been a long time coming. Growth of private messaging services has easily outpaced growth of traditional social platforms in recent years. Snapchat propelled ephemeral, private messages and disappearing Stories into teen consciousness as early as 2012.
now identify messaging apps as their preferred way to engage with businesses — ranking it above phone, email, live chat and even face-to-face interactions. Where the terrain is less settled is how to use these apps for outbound messaging. Do consumers really want to be sold to on chat apps? Well, maybe ... provided content is targeted and actionable, not spam.
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