Over the years, Facebook has developed the most complete swiss army knife in the social media world. Its users can do almost everything on the platform, from sharing a thought to chatting with friends to taking pictures, among dozens of other possible actions. With its impressive 757 million daily active users, one could think that Facebook’s strategy is a full-blown success, yet when giving it a closer look, we realize that a very different trend is slowly taking over.
People still massively use Facebook, but share their time with other social media platforms, more focused and specialized. They chat on Whatsapp or Snapchat, they take pictures with Instagram, share thoughts on Twitter, add work updates to LinkedIn, ask questions on Quora, take videos on Vine… Well, you see where I’m going. Facebook is losing its status as the one do-it-all social network to the benefit of many smaller competitors, and it actually makes a lot of sense.
Humans are multifaceted.
The initial strategy of Facebook was to hold the digital identity of its users, a sort of online representation of our offline self enabling us to connect to any other person in the world through their digital self. However, in our “offline” life, we actually have various facets of ourselves which we choose to show depending on the context. For example, I can watch Game of Thrones in boxers with disheveled hair at home, but I’d never do that at work.
We naturally tailor our behavior to our location and audience, and we expect our online world to be the same. “The age of the great “social network” is coming to an end.” explains MG siegler. “Consumers are now moving towards services that are much more focused.” We want a different application to represent each facet of our personality. Consequently, we are evolving towards a world of many apps with single purposes rather than a single app with many purposes.
Connecting the dots
The rise of these single-purposed apps meets our needs better, but, as a result, our social data is becoming more disparate and difficult to make sense of. It’s harder and harder to grasp the visibility of our network. Even as major players like Facebook acquire these smaller apps, they remain siloed, preventing users from realizing the cross platform opportunities.
The continued rise of single-purpose apps propagates the need for smart tools like Discoverly to facilitate cross platform networking or valuable information will be missed. What if you could see LinkedIn work info on Facebook and Twitter profiles? What if you could see Mutual Facebook friends and recent tweets on LinkedIn profiles? What if you could see Instagrams and tweets on Facebook friends that you follow?
At Discoverly, we believe that you should have access to the potential of your network across platforms. We are working hard on developing tools to let you unlock this potential. Our chrome tool integrating Facebook and LinkedIn is only the first of many steps towards helping you understand the value of your social data. We’ll be announcing the next step soon. Stay tuned!