The worst nightmare of the social butterfly must be Web3. Of course, the marketer is as well. Brands have been struggling for a while to stay competitive in the social media marketing space. By influencing material, dialogues, and conventions, the better and more successful ones have managed to stay ahead of trends, debates, and laws. The remainder of the planet soon after. Web3, though, appears to be one of those “digital black swan” events that might clear the decks and level the playing field for everyone, especially in the social media space.

The emergence of web3 will alter how we interact with one another on digital platforms. It will also transform how consumers and brands communicate with one another. So what does a social media marketer do? What are the potential opportunities and dangers?

Ready? (Web) 1, 2, 3 Go!

The most recent version of the web as we know it is called Web3 (also known as Web 3 or Web 3.0). Here is a quick primer on the development of the web from web1 to web3, as well as what each age implies. I’ve had the good fortune to experience all three ages.

Does this make me an expert on the subject? Hardly. Remember when web2 first began and marketers were buzzing at seminars and conferences about theories and discussions surrounding this thing called “new media”? I do. I have been to a few. Do you think social media is here to stay? Was the moderator’s question to her panel of media strategists and marketing professionals at one particular conference. Everyone on the panel said “Yes” with a brief smile. I responded, “Uhhhh….No.”

That was fifteen years ago. And how my mistake has largely been proven afterward. In fact, the social media landscape has flourished. Many platforms have thrived, given birth to children, and inspired imitations, but just as many have also failed to last long (remember Vine? Goodbye, Tumblr! In many ways, the globe has become more separated as well as more linked. Pop culture is rife with accounts of celebrities who have made money off social media, and just as many have also gone on protracted social media fasts. (“Tom Holland, you will be missed!”)

Social networking has been fun for me up until I stopped. There is also a ton of information regarding the harm that social media can do and how it relates to mental health. The advantages and cons of social media are not the topics of our discussion, though. We can all agree that people are wired to want to connect. The appropriate query at this point might be, Can they still do so in web3?

Web-based social networking for all ages

Netscape and AOL dialup is well-remembered by those who experienced web1. Today’s youthful punks have made extensive fun of this.

But those who saw the birth of web1 can remember the excitement they felt anytime they heard the “PEEE-KKKR-SSSHHH” sound, knowing that the world waited on the other side of that cacophony. People published stories, poetry, and movie quotes. Through our shared appreciation of Tim Roth, I had talks with strangers I had never met before, thanks to AOL Chat. Although we did not yet have the term “social media,” it was already social in 1995. Web1 dealt with the realization that there is a vast cosmos beyond our own. And over the digital divide, there were strangers we could make friends with, despite the fact that it all sounded a little bit predatory (because of the anonymity).

Next, web2 appeared. People from many walks of life are now authors and creators thanks to social media sites like Facebook, Twitter, Instagram, Snapchat, and TikTok. Before settling into its niche as “social media,” which stuck, it first existed as “digital media” and “new media.” Web2’s social media is a narcissist’s haven and a creator’s economy. The globe seems more accessible now than ever before. It has a peer-to-peer vibe. But honestly, is that the case?

Unbeknownst to us, we felt we were so clever, putting our lives, thoughts, and intellectual property on display for all to see. We were, however, owned. Thus owned. Web2 businesses advise us on who, what, and when to view. The predators do, however, now have a name.

Web2, therefore, brought in a time of creation and sharing, whereas Web1 was all about access and communication. The issues then started to appear. The introduction of web3 appeared almost messianic in a climate where concerns about data privacy, content ownership, and ownership of information were pervasive. True peer-to-peer and control are promised. Ownership and transactions are the focus of Web3.

What steps can we take to win the Web 3 social media game?

Social media as we know it now will disappear. I’ve said it now (again). We are already observing certain migration trends (hi, Meta! ) as web2 social heavyweights are figuring out how to incorporate their web2 capabilities into web3 social media website development. Twitter, I see you), but it’s likely that they will still be web2. Web3 businesses will gradually learn to integrate social features into their offers. Web3 won’t take the place of Web2, but rather the two will coexist for a little longer. People can continue to use web2 to communicate with their current network of friends, relatives, coworkers, and acquaintances if they wish to do so. Web3 users are likely to create new networks based on what they like rather than who they know. Well, similar to Web 1! (Isn’t that the jest of the cosmos.)

How can you use web3 to foster community and take advantage of social opportunities? Is community still important in a world dominated by transactions? The following advice will help you win the web3 social media game.

1. Add value

When something is about value, it feels less transactional. For seasoned marketers, this should be simple. Provide remedies for issues and difficulties (both big and small) while preserving the customer’s finite resources (time, money, psychological and physical capacity). Encourage feelings of control, safety, security, and confidence. Give them motivation, pride, a sense of community, and approval. Give them something to engage in that will make them want to leave their safe haven, not with your goods but rather with examples from your experiences. Because they have the ability to unite people and foster tighter relationships, they make your brand stand out.

2. Follow your interests

In this whole new frontier, this is how people will find you. Web3’s decentralized structure will allow people with similar interests to band together to build “moving castles.” When constructing your web3 community, be sure to create, import, and organize composable elements (such as avatars, props, and surroundings) together as a coherent whole while making these parts accessible for others to reuse and change. Considering that Web3 is an open platform with naturally occurring communities. Interoperability is the goal. You can interact with other communities as a result of this. Help other communities develop their own moving castles with their own lore, ecosystems, economics, and social currencies by interacting with them, playing with them, and sharing your knowledge and skills with them. Before you know it, they’ll be able to share stories with you and about you.

 

3. Be inclusive.

Accessibility and client satisfaction is superior to pricey bells and whistles like haptic suits. Be a moral company that grants everyone access. Maintain your DEI&A practice. Make an effort to install guardrails to protect user privacy while shielding them from predatory behaviour. Keeping audience empathy will be more important than ever. Every audience.

4. Provide offline assistance

In web2, omnichannel is still very much a reality, and it will be in web3. The key to creating a powerful brand overall will still be expanding your reach, engagement, and exposure into offline channels. This can assist drive visibility to your web3 initiatives. It’s understandable why the term “hybrid” is still frequently used.

5. Don’t give up on Web2 just yet.

Duh. However, you should also keep an eye on the advancement of “SocialFi” (social media on the blockchain) sites like Chingari, Phaver, and Steemit. Since web3 is still in its infancy and individuals are still gaining their bearings, they haven’t fully taken off yet. Who knows if one of them will eventually turn into the next Signal? If they can get past the technobabble and persuade users to view value rather than transactions.

What, then, is social media’s future in web3?

Web3 social media will be a more decentralized ecosystem of micro-communities that are disaggregated and supported by independent tokens, blockchain, NFTs, and FTs. Transactions might rule the roost in this brand-new Wild West of the internet. But isn’t every online and offline interaction we have a transaction in and of itself? A time, friendship, and affection exchange. Just recently, people have begun to assign a monetary value to it. However, if you believe the proverb “time is money,” it only encourages us to be much more deliberate about where, with whom, and how we spend our time online.

 

Aside from that, don’t phrase like “open frontiers,” “moving tribes,” “the yearning for belonging and camaraderie,” “trade and bartering,” “socialism,” and “lawlessness” resemble the environment in which our ancestors lived as cavepeople? The more things change, the more they remain the same, as the saying goes. The only differentiation is that this time, we all have better manicures and use much finer tools.

By admin