Whoever tries to explain social media must first recognize one thing: the transformation, which then finds expression in social networks, begins earlier. It starts with the introduction of the Internet.
What is changing is not just the form of exchange - chat rooms and communities also existed before Facebook - or the availability of data. What is behind it is a different understanding of information gathering.
After the Google boom came the questions
When we launched the internet from CDs and modems, when the content was still standing side by side and no one was seriously worried about privacy and co., Back in those days, search engines got value. The goal was to better sort the Internet and the mass of information.
In this respect, the first entrepreneurs tried to jump on this trend and to use measures to improve the searchability. At the same time, Google, as the largest search engine at the time, tried to work out the results by relevance.
The core of Big Data
So big data is not a question of the newer days, but it is subject to the economic change of the Internet: So in the first place, one thing has changed - the way we get content that we are looking for. This also distinguishes the way information comes to us - even if we are not actively looking for it.
At the same time, this also involves the question of how Google actually works. The first discussions about data protection and the question of how to deal with this prefiltering started out at an early stage, but were always more aware of the new developments.
I just wrote that big data is not a new invention, so if we're thinking about how to get content into shape so that it moves and reaches people, then the first step is to know how people get information.
Content needs form, this must be considered
Only then does it even appear to be possible to think about the content as such, since the conditions that they are subject to as mediation bring restrictions with them: Whether this is the EDGE Rank at Facebook or the length of content on Twitter - content needs a form and this must be observed.
This example explains the complexity of the topic: Although I am part of the generation that grew up with the Internet (I have experienced and tried Napster, VoIP chats and communities), I was by no means as aware of it as my current one Work with Facebook and Co. has simplified.
The importance of monitoring
However, that is a problem: if the interaction does not work, it does not even have to be content, but it is also conceivable that the technical functioning is crucial for failure.
Conclusion: Monitoring and data are not a companion
Exact evaluation is good for the content
Let us recall the discussion of the anticyclical posting about 2 years ago: The idea is that content is particularly well perceived if it is not shared at the core times of others.
The recent developments on these considerations indicate that an accurate evaluation of the activity of their own followers should be particularly good for content. No matter how one might argue, one must acknowledge that monitoring and the data thus gained are part of a strategy.
Who wants to position content, must know how to spread
This is not just the case for strategies, but to test them for their validity, to adjust things when there are indications that they have added value.
In short, if you do not understand how information is spread, you will be hard pressed to position your content well - that is part of the management of new media. It is time that these findings also influence the various training and further education.
How to convey information to an informed world?
Perhaps this is also the moment when there should be further training for advanced social media managers, which should focus on such topics:
How to convey information in an informed world? An exciting question as I think. The basic principle here is that if you want to understand social media, you must recognize how it works
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German edition: ISBN 9783965960367
English version: ISBN 9783965960374 (Translation notice)
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