In the last twenty years, social media has revolutionized the way we connect and share information. What initially seemed like a free space to express thoughts, opinions, and relate to friends has transformed into something much more complex. We remember the excitement of the early days when we invited our contacts to join platforms and create groups of people who shared common interests. Then came the explosion of photos, videos, and the proliferation of “friends” who often were not friends at all.
From Sharing to Spreading: The Evolution of Social Media
Initially, social media was a way to share moments of daily life. Then, they began to evolve into editorial platforms, where users could express their opinions and build a following. This led many to replace traditional blogs with social profiles, perceiving greater ease and immediacy in sharing.
However, there is a fundamental aspect to consider: when we publish on a blog, we are creating our own space, a “digital home” where we can control the message and the user experience. In contrast, social media is the “home” of someone else – the platforms themselves.
The Hidden Cost of “Free”
Over the years, we have learned the hard way that the “free” nature of social media has a cost. Sponsorships and the sale of personal data – information about who we are, where we live, and what we publish – have raised concerns about privacy. Fortunately, data protection authorities have acted, and social networks have been forced to modify some practices. Today, there are paid solutions that offer greater protection, but data profiling remains a challenge.
The Evolution of the Feed and the Importance of Added Value: Building Authentic Relationships
Look at your Facebook feed (if you still use it). You will see a constant stream of content, often promotional or from public profiles. This has led many users, especially younger ones, to lose interest in the platform.
Facebook is trying to return to its roots, reminding us that it is not just a simple advertising board. Advertising is already present and generates revenue for the platform. Adding our ads only makes the user experience even less engaging.
Web Design and Effective Communication: An Indissoluble Union, Focused on Value
As web designers, we know that effective communication is essential for the success of any project. Social media can be a powerful tool, but only if used correctly. The most common mistake is to consider social media as a channel for mere self-promotion, disseminating posters, ads, and programs.
The key to success on social media lies in offering value: creating content that informs, entertains, and inspires the audience. It's about building authentic relationships based on trust and mutual interest. It's not about selling, but about connecting.
Here are some tips to make the most of social media:
- Offer value, not just self-promotion. Share knowledge, provide useful tips, and tell engaging stories.
- Invest in content quality. Use eye-catching images, clear text, and a design consistent with your brand.
- Don't forget your blog. The blog is your “digital home” where you can control the message and the user experience.
- Use social media in synergy with other communication tools. Integrate your social profiles with your blog, website, and YouTube channels.
The Responsibility is Ours: Regaining the Public's Trust
We users have contributed to this change, stopping telling stories and preferring quick and ineffective solutions. It's time to change course, watching ourselves as we use social media and adopting a more conscious and strategic approach. We must regain the public's trust by demonstrating that we offer something more than simple ads.
In the upcoming articles, we will explore:
- How to create valuable content for social media.
- The importance of branding and visual consistency.
- How to integrate social media with your website and blog.
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