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July 01, 2010

We've reached saturation point - content is not king.

Bearing in mind that we're only just inside the "mainstream" section of the bell curve (when it comes to Social media).

Question: Is content King?

A certain amount of content is needed, and good content to, but, based on the fact that  content does not stay original for long the argument that "content is king" will not sustain a good "followship" comes into question. The omnipresent nature of the web dictates choice, and with that it may not sustain people "coming back for more".

So we're aware that SM is not going away and we know that social intent can be mapped, we're also aware that it's only going to get "busier" as and when new tech is released - arguably led by iPhone and iPad.

Ubiquity is getting lost!


Question: Bearing all this in mind how do we retain a "fellowship" (given that the user does not need to stay on our site/s)? How do we get "stickiness"?

I would argue that the answer is already here and has been for a while, just not on the web in it's entirety. 

User experience, however, may work.


If we look at Madonna. She is now not signed to a record label but to a promoter.

Her business model has changed. Instead of trying to fight a battle in an arena that is ubiquitous by nature, she has  taken control of her content by delivering a better consumer experience. Concerts.

So she has good content, her stuff is everywhere, BUT she controls the experience.

This can be achieved on the web by any company.

Mapping social intent, delivering good content BUT overall delivering a great user experience will retain a "fellowship". 

The web is delivering fantastic app's that make the web fun, not only fun but relevant and it will become overwhelming for the consumer - therefore, user experience will be key.

What do you think?

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