“The social media is the biggest change in society since the industrial revolution,” proclaims an eye-popping video posted recently on YouTube.
After reading the support for this claim, I am inclined to agree. And, like a lot of you, I’m wondering where these changes will lead us in the future.
We’re talking about media rituals here, or any lifestyle habit we succumb to that is created and/or influenced by the media.
Turn the radio on
For example, radio altered the lives of most Americans when it began offering nightly entertainment and news programming. Families who had previously spent the evenings talking or reading, came to spend them clustered around the big furniture cabinet spewing out the comedy of Fibber McGee and Molly or the daring adventures of The Shadow.
Television did the same thing, as did the Internet, and the social media of Facebook, twitter, flickr, YouTube, Myspace, et al, are doing the same thing now.
Marshalling a thought
The late media guru Marshall McLuhan would be telling us from the Other Side, “I told you so! The medium is the message!”
And that brings me back to this YouTube video produced by a futurist named Erik Qualman who has written a book called “Socialnomics: How Social Media Transforms the Way We Live and Do Business.” It’s found at http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=related
Qualman is a 38-year-old Michigan native who graduated in business from Michigan State University, where he played basketball, and then got an MBA from the University of Texas. He is now global vice president of Digital Marketing for EF Education, headquartered in Lucerne, Switzerland, and is a professor of digital marketing for Hult International Business School.
As a columnist and blogger for Search Engine Watch and ClickZ Magazine, he spends a lot of time doing essentially what I do with this blog, only he gets paid more for it. Amazing what an MBA will do for you.
Fasten your seatbelt
Here are a few boldface observations Mr. Qualman makes about our world and the way social media are changing our lives. Because I can’t help myself, I’ve added a comment to each of his insights. If you’re not sitting down, perhaps now would be a good time to do so.
• Over 50 percent of the world’s population is under 30. For those of us toward the other end of the life cycle, this is depressing news enough.
• 96 percent of Millennials have joined a social network. And, BTW, a lot of their parents and grandparents have done the same thing.
• If Facebook were a country, it would be the world’s third largest. I’m still searching for a word to express my amazement at this. “Wow!” just doesn’t quite cut it.
• Facebook tops Google for weekly Web traffic in the U.S. This isn’t bad for a media site that had to have Leslie Stahl explain its basic workings to America just two years ago. It’s also not a bad startup venture for a guy named Mark Zuckerberg who is now all of 26.
• Social media have overtaken pornography as the #1 activity on the Web. If this is true, then it shows that not all new media rituals are bad for us.
• 1 out of 8 couples married in the U.S. last year met via the social media. Like several of Mr. Qualman’s observations, I don’t know how this one was established or what it’s based on. But I do know one thing: This is how I met my wife 10 years ago.
• Radio took 38 years to reach 50 million users; TV 13 years. The Internet took only 4 years, and the iPod did it in 3. We are becoming fast learners, no?
• Facebook added more than 200 million users in less than a year. I wonder if Mr. Zuckerberg has bought him a real bed yet with all the money he’s raking in. Two years ago he told Leslie Stahl he has only a mattress on the floor.
• The U.S. Department of Education revealed in a 2009 study that online students outperformed those receiving face-to-face instruction. OK, now this is a study I would really like to see for myself. I find it just a tad hard to believe, as well as being overgeneralized.
• 1 out of 6 higher education students are enrolled in online courses. This I do believe, and I teach some of them.
• The fastest growing segment of users on Facebook is females age 55 to 65. I learned long ago not to make pronouncements about the lifestyle habits – and motivations behind them — of women. This is pretty startling, though.
• Ashton Kutcher and Britney Spears have more Facebook followers than the entire populations of Sweden, Israel, Switzerland, Ireland, Panama, and Norway. Well, these two celebrity icons are easier on the eye than parts of Belfast or the Gaza Strip.
• Generation Y and Z consider e-mail passe’. And this news comes at a time when my public library is just starting a new class for seniors on how to log on to your e-mail accounts.
• What happens in Vegas says on Facebook, twitter, flickr, and YouTube. Vegas aside, I think I wrote a couple posts a few months ago on what the social media are doing to our private lives.
• 100+ hours of video is uploaded to YouTube every 4.5 minutes. And the YouTube monitors take down an equal amount, some of which are movies I was hoping to see before they were deemed to have copyright problems.
• If you were paid $1 for every article posted on Wikipedia, you would earn $1,712.32 per hour. Interesting, but tell me again how the owners of Wiki are making any money at all?
• There are over 200 million blogs. Which, of course, is why no one is reading mine.
• 78 percent of consumers trust peer reviews of products and services; 14 percent trust advertisements. This is another way of saying we have all become advertising execs, without the pay or other perks of the Mad Men.
• Kindle eBooks outsold paper books last Christmas. Again, I would like to see the source of this assertion. Just too hard to believe.
• Successful companies in social media act more like Dale Carnegie and less like Mad Men: listening first, selling second. If so, this is a change that is long overdue.
And the final observation is one that any journalist or media executive should turn into a screensaver for his or her laptop. As for trying to divine what the implications are, good luck. It goes like this:
• We no longer search for the news. The news finds us. And we no longer search for products and services. They will find us. And they will find us on the social media.