Around the world many Social Networks are in place, many just born and many other just died.
Level of engagement, usability and giving to final users which information to share are more likely what a SN should develop in order to be successful nowadays.
Anyhow, who among the big ones like Facebook, Twitter, LinkedIN, Google+,… will survive also in the future?
Which are the key factor of success in this race?
I guess that for leading as a Social Network one key ingredient is required: a strong linkage between the content (+context) and a well-known search engine.
That’s because when people would know something more about a topic, company or person, usually type a key word in a search engine or in a Social Network as well. Therefore, having meaningful content that is delivered\promoted as results of the search engine is what will lead a social media to success.
On the other side, a search engine has to defend its brand (because they have it!!!). A search engine wouldn’t return results with bad contents and\or from people with bad reputation. Thus, the algorithm of a search engine should defend its brand by providing good contents from trusted social networks.
Well, probably, among the big ones who has the strongest linkage between a Social Network and a search engine is Google: Google+ (SN) and Google search (Search Engine).
However, despite Google search is the most used search engine, Google+ is not leading as a content generator and thus able to reach a critical mass of contents. Promoting Google+ by engaging as much (trusted) users as possible is part of its strategy, as far as I realized.
On the other side, according to its Merge & Acquisition , the most popular SN, Facebook, doesn’t seem to show an interest on promoting to user as well as investing on a search engine. Who will win? We’ll see.
Meanwhile, other SNs have already shown how the linkage with a good search engine is strategic. Think about LinkedIn that is widely used by hiring manager for screening candidates.
Recalling the fairy tale Snow White and the seven Dwarfs:
Mirror, mirror on the wall, who’s the fairest of Social Networks all?
Feelink – Feel & Think approach for doing life!
P.S.: By the way, will Gartner Inc. approve the Social Media Magic Quadrant? 😉