THE COMMON ORIGIN OF SOCIAL PLATFORMS: to encourage

1. CONNECTION (people you already know)
2. DISCOVERY (new connections)
3. SHARING (especially on FB, Twitter, YouTube, Pinterest)

• Social platforms want to be inseparable part of our life!
• Every step of the way they encourage more connection, discovery and sharing
• KEY: Platforms were not monetized!

WHY WE SIGNED UP

1. Connection (family & friends)
2. Discovery (new friends, brands, ideas/content)
3. Sharing (who doesn’t love sharing videos, memes, jokes, inspiration, etc)

THE EVOLUTION

• Social platform owners have optimized the platform for greater connection, discovery, and sharing
• and serving targeted ads!!!!
• the difference, the platforms are MONETIZED!
• not just ads…. targeted ads. that’s what they pride themselves in!
• there is a very delicate balance between optimizing the user experience, and optimizing for ad penetration/performance
• they MUST make money

WHAT PEOPLE TURNED SOCIAL MEDIA IN TO: selling, shopping, promoting, brand building

STEPS FOR BUSINESS BUILDING IN SOCIAL IS NOT THE SAME AS RETAIL

• unsuccessful marketers/influencers treat social media like it’s retail
• in retail simply walking into a store is a signal that you are considering buying… or open to marketing messaging
• marketers and business builders are having a tough time because they think just because someone started to follow their account they are open to buying and marketing messages.