Changes within Social Media – The Ever-Shifting Sea

RIP Orkut – We Hardly Knew You

Google announced its social media site Orkut officially shut down on September 30, 2014. Haven’t heard of Orkut? Don’t worry, you’re not alone! Despite Orkut running for ten years, it was considered extremely unsuccessful.

Initially launched in 2004 (the same year as Facebook) Orkut was Google’s first attempt at a social media platform. The website never truly flourished in the states, with less than 18% of its users accounted for in the US. Orkut would have failed right then and there but luckily found its niche market in Brazil. With over 30 million unique users registered at its peak in 2011, Orkut was ranked the number one social media site in Brazil!

Sadly, things went downhill for Orkut from there. In 2011 Google+ hit the web and despite mixed opinions on the site’s success, the platform was far more popular than Orkut. That same year Facebook experienced a growth spurt of 192% attracting 36.10 million new users. The brief glory days were behind Orkut and in 2012 the site was dethroned by Facebook as the number one social media site for Brazil.

From then Orkut’s numbers steadily declined until US users dwindled to an “undisclosed amount” while Brazil users sank to 4 million. This may still sound like a lot but the number pales in comparison to Facebook’s 1.32 billion and Google+’s 500 million active monthly users. Following Orkut’s shut down, the social media site now remains in an eerie time-capsule state; previous users can no longer login but they are allowed to search for old public postings from the site’s ten year run.

To reminisce about pictures they once commented on I suppose…

Out With the Old… In With the New

Of course, with the death of the old we often find the birth of something new. Ello is the latest social media site trending online that users are eager to join.

Ello, often referred to as the anti-Facebook, claims in its manifesto, “Ello is a simple, beautiful, ad-free social media site.” Ello never directly says they are against Facebook, but preaches that the social media sites of today are flawed; treating users as a product by selling personal information to advertisers. Ello claims to hold respect for the public’s privacy by allowing users to opt out of having their activity and data tracked. Admittedly, this is a refreshing difference from the typical social media sites.

Still in beta form users may only join Ello if they are first invited. This may be a necessary screening process to protect the new site’s developing servers – or a brilliant PR tactic! The public has been clamoring to be the first to join and at one point reportedly 35,000 invitation requests were sent to Ello hourly.

Did I mention Ello also accepts business accounts?

This of course has led to anxious business owners, fearful of falling behind the times; attempt to add their company to Ello’s database as quickly as possible. They’re eager to be the trendy business but also to take advantage of the accounts while they remain free. This is not necessarily an irrational fear since other sites have provided free business accounts and then required ad sales to communicate with customers. *cough* Facebook *cough*

The Next Facebook?

Some speculate that Ello could be the next big social media platform, even going as far to say Facebook has finally found its match. While those who have actually accessed the site, argue that apart from Ello’s initial appeal the site offers no true competitor to the mega-giant we know as Facebook today. Especially when you consider that Ello is not the first site to attempt a social media platform without ads… and failed.

Of course, just because Ello is calling themselves ad-free and privacy mindful now doesn’t mean they have to always be that way. In fact, in their full privacy policy Ello leaves room for changes in the future, “We may share some of your personal information with third parties under several circumstances…for example, we may need to pass your payment information along to a credit card processing company if you decide to buy something on Ello.” Ello continues on to say, “Ello may update this policy from time to time.”

Let’s also not forget that other large sites (Facebook, Google+) have used the “Join by Invite Only” tactic before going public as well and the results were very successful. When this information is factored in, Ello definitely seems to be copying the business model of previous successful social media platforms – perfectly.

Furthermore, many analysts speculate that online users are growing tired of Facebook and its growing reliance upon ads with simultaneous shrinking privacy policies. While Facebook still has the largest user base, according to their 2013 10K form, their growth rate has declined. Monthly active users increased by only 4 percent in 2013, a serious decline compared to the 8 percent the year before.

Could this be the writing on the wall for the end of Facebook?

What Does This Mean for Me?

So am I saying you should ditch your Facebook and Google+ account to rush off to the next big social media platform?

No.

When it comes to social media, there is no such thing as one-size fits all. Even if Ello does become a prominent site in the social media world it doesn’t mean Ello is necessarily the right place for your business. What’s more, if your company is continually switching social media sites your clients will notice and wonder why you require so many changes. This gives the impression of being “flakey” not trendy.

It is important, however, that business owners remain updated on the latest social media trends; so they can make informed decisions on which sites best match their specific needs.

When you review the history of social media one fact remains true – social media is an ever-changing entity. Websites that many believed would always remain on top have crumpled and transformed into the butt of the joke (lookin’ at you MySpace). While other start-up sites that were predicted to fail instead transformed into social media giants.

The point is: nothing lasts forever – especially on the internet. By remaining well informed you maintain an edge over your competition that will help you grow with the changes of the future.

The best part is you don’t have to worry! Even if the giant Facebook does become obsolete or if Ello never becomes a prominent site – you can count on Infinity Dental Web to keep you updated on any internet changes. We’ll keep you up to date on the latest trends and help make great marketing decisions for you and your business!