Social Web Update 07.01.19
A weekly annotated curation of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
Nothing Last Week
Even software engineers have to take a holiday, so I wasn’t able to find any new social platform update announcements last week (although I did read that the increasingly popular video app TikTok has a ‘lite’ version that is only for consuming rather than making videos — The why not being self-evident.)
Instead, I offer three things: some charts that give hints on what social media strategists should be thinking about in 2019, and links to readings about artificial intelligence (AI) that provide context for what 2019 may see in AI’s integration into social platform functionality.
‘Trust’ Will be Big in 2019
Acquia’s ‘Closing the CX Gap: Customer Experience Trends Report’ concludes that “When it comes to customer experiences, there’s a pretty big disconnect between how marketers assess their effectiveness and the unfulfilled expectations of consumers.” Bulldog Reporter believes the missing link between brands and consumers is — once again — trust.
Measuring Native Content Effectiveness
As this chart from MDG Advertising shows publishers and brands pay attention most to website traffic and shares to determine whether ‘native’ content is successful.
Visual Content Essential to Engagement
The Libris | Contently report on Engaging Your Audience with Visual Content demonstrates unequivocally that visuals, primarily video, increasingly dominate advertising, PR and website content requirements
In his latest book 21 Lessons for the 21st Century, historian Yuval Noah Harari suggest that “Two particularly important nonhuman abilities that AI possesses are connectivity and updatability . . . What we are facing is not the replacement of millions of individual human workers by millions of individual robots and computers, rather, individual humans are likely to be replaced by an integrated network.” (Emphasis added.)
Below are a few recent articles that open the door a little on the specific impact of AI connectivity, updatability and network integration on social media in the public, political and marketing/PR spheres:
Here’s what AI experts Think will Happen in 2019, Tristan Greene in The Next Web
AI is incredibly smart, but it will never match human creativity, Alex Wulff, also in The Next Web
How Artificial Intelligence Will Impact Corporate Communications, Anthony Petrucci, Forbes
We’re underestimating the mind-warping potential of fake video, Brian Resnick, Vox
What Will Happen if Artificial Intelligence Breaks into Content Writing, Roman Davydov, Kraftblik (from 2017, but good)
How AI is impacting social media — making it work for you, Laura Moore, Agility