What Followers Want
In simple terms, the article discusses the evolution and future trends of social media and its relationship with the community, privacy, storytelling, and smaller networks.
The article begins by reminiscing about the time when those managing a brand's Facebook page were titled "community managers". The primary goal of these pages was to develop and nurture communities. However, with changes in Facebook's strategies over time, the prominence of Groups, typically private platforms for smaller groups to communicate, has dwindled. They no longer seem as attractive to brands seeking to boost audience engagement.
In contrast to this trend, the panelists in some discussion communities alluded to the current global scenario promoting users to go back to using social media for cultivating a community, advocating for a cause, connecting with others who share similar concerns, and rallying around a particular issue. This is attributed to social media's role in quickly and effectively bringing people together to spearhead a movement.
Even though propelling a movement might not be within the strategic aims of small-to-medium-sized, B2B organizations, there are numerous ways to utilize social engagement to strengthen the feeling of community. They introduced the idea of brands providing a platform for connection, which users continue to desire.
In the transition to privacy, the article reveals diverse views on the current privacy notions in social media. It's discussed that privacy is subjective and dependent on what users opt to share on their platforms. The conversation also covered the influence of privacy settings on user engagement and the importance of respecting privacy needs of users.
Thirdly, the article highlighted the value of storytelling in social media. Marketers need to remind their audience that social media is a place where they can unleash their creativity and share experiences with their audience. This could begin with the brand narrating its story and thereafter inviting others to do the same, thus fostering a sense of audience involvement and interaction.
Lastly, the need for "smaller, more intimate networks" due to possible discomfort some users might experience expressing their views on a highly public platform such as a branded Facebook Page was brought up. As a resolution, the development of smaller, more intimate social platforms were suggested.
In the entire discussion, the recurring theme was the pivotal role of community, privacy, storytelling, and smaller networks in the future of social engagement, digital marketing, and brand image creation. The panelists concluded on an optimistic note, stating "Yes, we're optimistic…We’re designers because we envision a better world."