Most of us, whether casual observers or active users are aware of the impact and influence of the social web. If we look at the numbers- 955 million active Facebook members, 500 million Twitter accounts, 100 million Instagram users, etc.- it’s clear to see that people are signing-up and signing-on to social media. All of this is fairly impressive, especially when you consider Facebook, arguably one of the most prominent leaders in social networking, wasn’t even launched until 2004. The social web has certainly come along way in recent years. But the influence of the social web isn’t measure strictly in numbers; it’s also the ways in which we engage with these technologies.
Social media platforms have given individuals the opportunity to share and discuss issues on a grander scale. People like you and I now have the opportunity to broadcast our thoughts, ideas, and opinions to networks that extend beyond family, friends, co-workers and colleagues, potentially even reaching a global audience, all in an accessible low-cost manner. This pervasiveness is apparent to many users, most of all marketing, advertising, and public relations professionals who are forever trying to find new and effective ways to communicate with their audience. With these social networking technologies, public relations professionals and the organizations they represent are engaging with their audiences across various platforms with the aim of building and strengthening their relationships, while also (ideally) enhancing their corporate brand and reputation.
However, with usage increases comes the addition of more voices, opinions, pitches, and ideas, and we run the risk of experiencing social media fatigue. This can be problematic from the perspective of both social media producers and consumers because suddenly the outlets that once allowed us to speak freely become muddled. But as with most things, there is a solution: patience, commitment, and creativity, which is why I’d like to turn your attention to Caine’s Arcade (video below).
Caine’s Arcade from Nirvan Mullick on Vimeo.