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12Vol2Issue22012connectx13MasterPrintGroupTheDisillusionmentofSocialMediausingsocialmediatofindajobandhecanx19theblamesthetool.Ifyourchildisbeingbulliedonasocialmediasiteyousaythetoolishorrible.x1dEnterGoodversusEvilx13theultimatedebate.Klososkysaysthat50percentbelievesocialmediatodayisusedforgoodand50percentbelieveitisusedforevil.x1cIalwaystakethetheoryofdisillusionmentwithagrainofsaltwhenitcomestotechnology.Itx19satool.Peoplearenx19tusingitasmuchastheycould.Itinvadesprivacy.Itcausesyoutoignoresomebodyafewinchesawayfromyouwhiletalkingtosome-bodyahundredmilesaway.Therearealotofissuesyoucanaffixtothisdisillusionmenttheory.Thepen-dulumwillswingbackandforthbutyoucanx19tsayweareevergoingbacktothewaythingswere.Socialmediaisalwaysgoingbewithus.x1dPx18ttx11nganewnamex14nthegameScottGinnettdoesnx19tevencallitsocialmediaanymore.GinnettthedirectorofdigitalcollaborationandsocialmediaforRicohAmericasCorp.callsitx1csocialtechnologies.x1dForGinnettsocialmediaisabroadstrategythatencompassescollaborationandoutsourcingacrossanentirecompanyx19sstructure.SocialtechnologieshesaysareappsFacebookTwitteretc.x1cLookingforwardthatx19smytakeonwhatsocialmediaistodayx1dGin-nettsays.x1cAnysmartorganizationthatassumessocialmediatechnologiesandthestrategiesbehindthemarenotimpactingtheirbusinessislikesayingtheModelTwasnx19tgoingtoreplacethehorse.Therateatwhichthechangeisgoingisstaggering.Anyorganizationsthatarewaitingtoembraceoratleasttrytounderstandwhattypeofinformationtheycangetandconsumethroughthesechannelsisputtingthemselvesatrisk.x1dSoistheredisillusionmentGinnettsaysyouhavetobesmart.Themajorityofconsumersandbusinessesthatconsumeinformationtodayaredoingsoviaelectronicmediums.x1cTodayx19ssuccessfulmarketersaretheoneswhoarefindingadeeperlevelofcontentx1dhesays.x1cForexamplesmartpublicationshavechangedthetypeofinformationtheyprovide.Theyareusingacombinationofresourcesandgivingtheirreadersachoiceastohowtheywanttoreceiveinformation.Therearepeoplewhowanttositdownandreadapublicationbutthecontentmustberelevant.x1dRicohx19ssocialmediastrategyiscenteredontwothingshelpingitscustomersbuildtheirbusinessesandgivingthemanoutlettocommu-nicate.Iftheinformationisnx19trelevanttohelpinggrowtheirbusinessesRicohwillnotprovideit.AllofRicohx19splatformsandstrategiesarede-signedtocommunicatewithitscustomers.x1cWhensomebodysendsusatweetorpostsanitemonFacebooktheyaregettingaresponsewithin30minutesx13generallyx1dGinnettsays.x1cWeactivelypursuecommunication.Thatx19swhypeoplearecomingtooursite.Theywantinformationx13andtheywantitnow.Iftheydonx19tgetaresponsewithinthatfirst90minutesonasocialmediaplatformtheyarenotcomingback.x1dGinnettdoesnx19tbelievetherex19sdisillusion-mentwithsocialmediaasmuchastherearemoreoptions.Thisiswhatsomemayrefertoasthebeautyandcurseofsocialmedia.x1cIfsomethingdoesnx19tworkforsomebodytheyx19llmoveontosomethingelsex1dhesays.x1cThereforetheadoptionoraban-donmentofsomethingcomesataquickerrate.WeRicohmeasureitbythenumberofconversationswearehavingthequicknessofresponseandchangingsentiments.Attheendofthedayitallcomesdowntohowyouarecommunicatingwithyourcustomersandwhatyouaresharing.x1dBx14x14nx14rbx18rstJennySchmittfounderofthecommunicationsfirmCloudsparkisafre-quentspeakerontheAtlantamarketingandPRcircuitsdissectingap-proachesonsocialmediastrategiesandbusinessbrandingconcepts.Askifsheseesanystrikingsimilaritiesbetweenthoseonce-powerfuldotcomdaysofthelate-1990sandtodaysheadmitsthatpredictingsocialme-diax19sfutureinthatcontextisariskyproposition.Duringthelate-1990sdotcomswerethemediaandinvestordarlings.BustornobustInternet-basedcompaniessuchasAmazonOverstockEBayetc.stillhaveincrediblestayingpower.Lookingattodayx19slandscapesocialmediacompaniessuchasFacebookwhichisrampingupforanIPOandTwitterappeartobetodayx19smediaandinvestordarlings.x1cYoux19reseeingrapidinfusionsofcashthroughventurecapitalistsastheytrytogetinearlywiththenextbigthingx1dSchmittsays.x1cThemediaandinvestorworldsstillwillgetthecompanieswrong.Wex19restillgoingtoseefailuresconsolidationsandleadersemerge.Butwex19realsostillgoingtohavesocialmedia.Predictingthefutureofsocialmediacanberisky.x1dSchmittsaysthattechnologyandsocialmediachannelswillchangethinkthemigrationfromlaptopstotabletsandsmartphones.x1cFewcouldhavepredictedthesignificantchangetheiPhonewouldhavebroughtaboutfiveyearsagox1dshesays.x1cCertainlythereistechnologybeingdevelopedthatwillchangehowweinteractwithonlineworldsandmeldthoseworldsintoourrealoff-lineexperiences.x1dThatthereareperiodsofdisillusionmentinanythingisnormal.JulieBeefounderandpresidentofBeeSmartSocialMediaasocialmediamarketingagencyinCharlotteN.C.sayssocialmediaalreadyisinaperiodofdisillusionment.x1cThemagicofsocialmediahaswornoffsomewhatx1dBeesays.x1cIthinkthesocialnetworksthatmakeitthroughthisperiodwillbetheoneswhopleasetheentitiesthatpaythemx13businessesnon-profitsandotherorganizationsthatbuysocialnetworkadvertisements.Itx19saboutmakingtheirend-usershappy.x1dBeealsobelievesthatsocialmediawillgothroughvariousperiodsofdisillusionmentFriendsterandMySpaceanyone.AtonetimeMySpacegeneratedmoretrafficthanGoogle.EnterFacebookbyebyeMySpace.DiDyouKNoWSome66percentofadultsonlineareonFacebookLinkedInandothersocialmediasitesaccordingtoarecentreportbyPewInternet.Two-thirdssaytheyparticipatemainlytostayintouchwithcurrentfriendsandfamilyortoconnectwithpastfriends.Otherfindingsshowthat14percentofuserssaythatconnectingaroundasharedhobbyorinterestisamajorreasontheyusesocialmediawhile9percentsaythatmakingnewfriendsisequallyimportant.Only5percentand3percentofsocialmediausersrespectivelysaythatreadingcommentsbypublicfiguresandfindingpotentialromanticpartnersisimportantthereportsaid.