by Randall CraigFiled in: Blog, Make It Happen Tipsheet, Social Media
Remember Y2K? There were no major computer crashes, but there was, just a few months later, a technology crash of a different sort, when many Dot Com’s lost most of their market value. The market learned painfully that eyeballs didn’t pay the rent – revenue did.
Today we seem to be in a similar “Social Media” heyday. The markets – public and private – are putting super-high valuations on the new social media darlings. Very few of these valuations are driven by revenue, but driven by friends, followers, and connections.
Investors should be wary, as history typically repeats itself. While some social media venues will be commercially successful, most will not. And of the 500+ social sites out there, expect a significant number of closures, consolidations, and abrupt strategy shifts. Only revenue can pay the rent.
As individuals, marketing leaders, and corporate managers, consider these four key insurance policies:
Will we really have a Social Media crash? It’s hard to say exactly, but the parallels with the pre-Dot Com era are striking. This week, ask the question “what if”. A few minutes of contingency planning can make the world of difference.
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