The New York Times reported today that the top social media platforms are either flat or declining in users. For the first time in its young life Snap is down daily active users — 3 million this quarter compared to same qtr. last year.
This news causes bosses to call marketing brainstorm sessions about adding users. Often these meeting feel tactical and not strategic. Were I in one of these brainstorming meetings, I’d suggest the platform encourage current users to add additional accounts.
I’ve long supported the notion that each social platform has a different reason for being, with discrete lines between them. Facebook is for friends and friendship. LinkedIn for work. Instagram for the pictorial, artistic self. And Twitter for the individual, real-time persona. Your personality writ large. If social platforms get users to dig a little deeper into themselves, and expressions of themselves, they might find individuals will open additional accounts, e.g. Steve Poppe archeologist, Steve Poppe punk rock musings. The bosses might say, “Those aren’t new user.” And the bosses would be right. But these multiple accounts would be adding incremental interest to the platform and fuel greater overall interest and, more importantly, time on site. And isn’t that a strategy requirement?