TUMBLR: A “Happily Ever After” Social Networking Website?

    For the last 10 years, we have seen an amazing increase when it comes to online social networking. It has become part of our culture, and up to a point, that is difficult to remember about that time without MySpace, Facebook, or Twitter. Even many the other websites have integrated the system of “sharing” their articles, videos, and information, on the social networking sites. One might think that the only social networking websites that exist are the most popular we all hear about, but there are so many of them, and with different formats. Somehow, almost every online user is linked to one of these, or in many cases, to several at the same time! Nowadays, it is so common to hear: “I have a Facebook account, also a Twitter, a Tumblr, and a LinkedIn account…”

            Now, what is it that has made these websites so successful?  What is their major risk? Is it new trends or maybe loosing popularity?  At what point do the users get tired of them?

Tumblelogging

            Tumblr is a social media platform created by David Karp in 2007. This Website was created as a microblogging platform, but it also serves as a social networking site, which has made it stand out from many other regular blog sites. Tumblr users describe the site as addictive, easy to use, and what they love the most about it, is the concept of “fast-blogging”. 

            One of the things that has made this website so successful, is the fact that users feel they can express themselves in an easy way, they can be creative, and above all things, the fact that many other users around the world can appreciate their blogs by “following” or “sharing”. For them is fulfilling the fantasy of “being followed”, as I called this phenomenon. We all human have the need of attention, admiration, and popularity. This is what is so genius about Tumblr. Its founder knew that when you combine easiness, blogging, and a full network of people willing to see and share your posts, in which you can express whatever you want with no limits, the results of this would be millions of users!

Talking About Business…

Once a person gets addicted and used to an interactive website like Tumblr, the consumer loyalty grow by itself. But in order to prevent a decline like many other sites did in the past (do you remember about hi5?), the site would have to keep bringing interesting features to be able to maintain the consumers engaged, and build stronger customer relationships. New ideas and benefits for the users will keep them excited and satisfied. One good strategy is that of celebrities joining social networking sites. Twitter has gained millions of users just because of the fact that many wanted to “follow” the celebrities that had a Twitter account. As well as with Tumblr, in which even the very own President Obama has his blog!

Many other sites will come to play as competitors, and try to gain the users. Nowadays we can see the strong competition among social networking sites. So, what is the key to keep in business?  Creativity and Uniqueness.

By analyzing all the sites, I would draw the conclusion that what consumers really pursue is the freedom of self- expression, with a combination of media, customizable elements, and again, easiness. A successful social platform is the one that makes the user feel like that is HIS or HER website. 

Winning phrases? “ Join ME on Facebook”,  “ Follow MY Tumblr”, “Follow ME on Twitter”.

By the way, you can visit my Tumblr here 

Talking About Stalkers...

       Behavioral advertising is a strategy that has become very common and essential for companies to promote their products in the Internet.  About 2.3 billion people around the world have access to the Internet, and as of December 2011, Facebook had 845 million monthly active users. These statistics give us a clue of why companies are so dedicated to e-marketing. It is good to mention the strategy introduced by Amazon, in which in addition to the fact that the site is personalized for each of its customers, the site generates a list of recommended books based on the purchase history of the customer. Sellers also match the individuals’ tastes and preferences with specific products by checking the consumers’ Facebook profiles or the websites they browse. Now, some questions can arise like, at what point can customized advertising become stalker advertising? Or when does building a relationship with a customer through behavioral advertising become a struggling relationship?

Beware of What You Ask for!

        Many consumers are getting more worried about their privacy in the Internet because of the data collection that is needed by companies in order to customize advertisings. With the new privacy matters related to Facebook and Google, we can see how many consumers are rising up and complaining about how unsecured they feel, and how their privacy is being violated. But have they thought about the fact that maybe is their fault and not Google’s, or Facebook’s?  Do they remember about the privacy agreement they had to sign before registering in these sites?

Consumers have become addicted to social networking Web sites, and also to the fact of publishing every aspect of their lives: where they are at, what they are having for dinner, what they are wearing, what country the visited for vacations, etc… How can they complain about privacy when they are the ones divulging it? 

Facebook and Google on the Attack!

      Facebook and Google have a very critical competitive advantage that any company would wish for: A BIG list of users. Both have been able to become an essential part of each of their consumers and it is funny how people complain about Facebook and Google, but you don’t see them leaving their services. These Web sites are in a point that they can do whatever they want, and they will continue to do so. They will continue micro segmenting the online population, and taking advantages of the tools they have available (the data of their million users). They are doing a trade with consumers: their free services for personal information. The following video refers to the concerns of the consumers when it comes to the new Google privacy policy. For those who are against the policy, what would be their solution? CLOSE their account. 

On the Bright Side…

    Data collection is not the problem, but the methods online forces use. Behavioral advertising is beneficial to consumers since they are being targeted with the products they would mainly prefer or match their interests. Web site should though be a little more sensitive when it comes to the privacy of online consumers in order to maintain peace, and maybe don’t push consumers so directly, but smoother. The right targeting can bring great effectiveness not only for advertisers, but also for the customer experience.

Again, what would be the solution for consumers who claim for privacy?  If you don't want them to know, don't spread it! Simple as that!

References:

 "Internet Usage Statistics" (2011), Internet World Stats  <http://www.internetworldstats.com/stats.htm>

  Elias G. Carayannis and Jeffrey Alexander, "Electronic Commerce" 

<http://www.referenceforbusiness.com/management/De-Ele/Electronic-Commerce.html#b>