Social Networking
A recent video clip posted on Tech Ticker where Sarah Lacy was discussing Web 2.0 with Jonathan Yarmis of AMR Research. The topic of the discussion was the 4 new pillars in computing.
Pillar one, the social phenomena. The use of technology, computing to socialize. The most basic example of this would be text messaging, more sophisticated interaction would be via my space etc.
Jonathan Yarmis claims the second pillar is cloud computing. Essentially moving the software used for running PC’s on to the web. What this means, those resources can now be used where ever and when ever we want to use them. We are no longer teetered to a PC.
Third, mobility. Here Jonathan Yarmis made an interesting point. Last year 1.6 billion mobile devices where shipped, growing at 20%. What is even more remarkable, the average turn over rate for those mobile units is 21 month. Kind of makes you wonder what happens to those 1.6 billion mobile devices that are being thrown out every two years. Assuming each of those devices is 2 inches wide, lined up side by side they would go twice around the world.
The 4th pillar is funding all those advances. In his opinion the funding will occur with the new form of advertising. Jonathan’s opinion is that pay per click will not work on social web pages. He feels that add spaces on social networking pages are intrusive. What are effective are personal recommendations. In social gatherings, is it on the web or in person, we are more likely to follow a recommendation by a peer or colleague than advertising.
We agree with that statement. Unfortunately the advertiser will loose control over the message. After all, a person may have an unfavorable opinion over a product or service. We all know that an unfavorable opinion spreads faster than a favorable opinion.
It has become essential that companies actively monitor all relevant social web spaces and use ambassadors to correct any misconception about a product or service.