The social media landscape today is like word of mouth on Steroids!
In the social media ecosystem all platforms need to be evaluated individually, they are not all created equal. Publishers need to identify KPIs specific to each platform or network so they can be monitored and optimized. It’s about the push and pull relationship with the audience, some platforms are better utilized for being reactive, others more proactive. For example, companies can watch how fast their content is being spread and then adjust and optimize on the fly. If there is a big wave on Digg or Stumbleupon and you notice it is happening a badge to share can be added to the content to increase the wave.
People today care more about what other people in their social networks think or like as far as content goes. According to one of the leaders in the space, the Huffington Post, readers are moving away from reading thread of comments on a blog; they’re more interested in the comments that their social networks have. They’ve had great success with the Facebook Connect and FB API.