The People-Powered Web Is Revolutionizing Innovation

This piece from Anthony Soohoo is the ninth in a series of 10 posts about the future of the media industry contained in a report titled: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.

Q:  How does the rise of Facebook change the relationship between media and its audience?

What’s changed is how we reach users at a global level. In essence, Facebook has created an important layer of intelligent recommendations adding more relevancy than previously possible in a broadcast world.  In the process, this will change how the media companies deliver their content. The downside, however, is that there’s less discovery of content going on. But the media has a real chance to build deeper relationships with users now; consumers just aren’t anonymous anymore. They – and we – know what they like, and don’t like.

So, the delicate balance is this: Facebook makes discovery more challenging, but it affords us an opportunity for infinitely more personalization. And that means engagement is a lot more effective.

 

Q: What’s changed fundamentally about media with the rise of the social Web, and what do publishers need to do to adapt?

When they put content together, publishers have to determine who their influencers are. Who do they resonate most with? Then, they have to get to that group first, and build a groundswell with that audience. In the past, publishing was a broadcast type of model. Think of a bullhorn. It’s completely changed with the social Web. The key, as I’ve said, is to reach the influencers first, and then have them add to the story. That’s how you really engage an audience.

 

Q: We’ve gone from SEO (Search Engine Optimization) to SMO (Social Media Optimization), so how will search change as the Web becomes more social?

That’s a great question. First of all, I’d say we’re going to see more personalized search results. In other words, search based upon what someone’s interests are, and what a person’s friends like. It’s putting a personalized interest graph on top of search results. And the efficiency and effectiveness will improve; instead of getting 43 million results, many of which are irrelevant, you’ll get the top 20, and they’ll be of considerable interest. So, in this way, the social Web will add more meaning. The people-powered-Web will be the big driver of innovation over the next five to 10 years.

 

Q:  How do you build a brand in publishing when, with greater frequency, media is distributed through social channels?

It seems to me that you have to recruit and engage your influencers. And you have to make certain you’re hitting the right audience. Finally, you have to layer content down in a very social and personalized manner. Blasting content out like a billboard takes the uniqueness out of the social Web. I believe the stories of the future will actually integrate tidbits from influencers, and they’ll also be more rhetorical and open-ended. Publishing will become more Wiki- like. People can – and will – contribute. And those contributions will matter as much as the stories themselves. The role of the editor will be to get the fire started by determining which channels and influencers are necessary to ignite the story. The editor will bring up worthy discussions across the Web and highlight them, too. This is how the stages of conversation will unfold. At first, it will be unfiltered and like the Wild West, however. Then it will get reined in, and most stories will go through a filtered version via friends or an editor. This filtering process will allow content to live a longer and richer life on the Web.

 

Q: What are the critical success factors in publishing as we look to 2020; and who will be the winners?

Facebook could be a winner. And the two guys in the garage that we don’t know about will be winners. There are five to 10 big winners that we don’t know about yet. But the critical success factors are clear: know your audience; serve users and delight them; and then go beyond this. Content will change over time; and these changes will change because of the social Web’s profound influence. What we’re really talking about here is content plus one.

 

Anthony Soohoo is the Co-Founder & CEO of Rumpus and former SVP & GM of Entertainment at CBS Interactive. Soohoo joined CBS in 2007, when it acquired Dotspotter, a fast-growing community-powered entertainment property where he served as Co-founder & CEO. Prior to Dotspotter, Soohoo was Vice President at Yahoo!, where he was responsible for the strategy, management, development and financial performance of various business units.

To download the complete report, please click here:  Rebooting Media: The Digital Publishing Revolution for a Fully Social Web

Introducing Rebooting Media: The Digital Publishing Revolution for a Fully Social Web

This is the first in a series of 10 posts about the future of the media industry contained in a report titled:  Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.


As Don Graham, Chairman and CEO of The Washington Post Company, recently remarked on-stage at a conference of leading CEO’s, the media industry as we have known it for the last 100 years is collapsing. The basic structure of our industry – content creation, packaging, distribution, and monetization – have shifted so substantially that the rug has literally been pulled out from underneath media’s business model.

A new model must be created – and the DNA of the medium itself has been irreversibly altered so that it is now innately social.

And yet, in the midst of this upheaval, I’ve found that even the brightest and most well informed strategies are able to tap only part of media’s new nature and capture just a slice of the industry’s remaking.

At a time like this, to get a complete picture of the territory ahead, there is nothing wiser than integrating perspective from the best and brightest people in the publishing world.  And, over the course of the last several years, I’ve been immensely grateful for those leaders’ intelligence and vision.

So, I thought it was only fitting to help create the ultimate social network – one that will enable our industry to share the smartest ideas as it remakes digital media.

That’s what this compendium is all about.

Rebooting Media: The Digital Publishing Revolution for a Fully Social Web brings together eight of the most thoughtful influencers and offers their most cogent assessment of the new online relationship-building that is helping to connect people in absolutely unprecedented ways.

Together, these eight contributors reinforce three dominant themes:

Building a media brand on the new social Web means that publishers have to meet consumers where, when and how they want. It’s all about user-driven pull, and publishers need to offer experiences and establish relationships that may not be on their own terms.

Facebook is a transformative platform driving new personalization and connectivity across the upstart social Web. We are still waiting to see all of what Facebook ultimately becomes, but we know it represents a once-in-a-generation paradigm shift.

Any way you look at it, search (as we know it) is declining. The open sharing of social networks, and the power of social endorsement, are seriously altering what consumers look for on the Web, and how we’re engaging with content. The search algorithm has lost out – big time – to the will of the audience.

But the most powerful insights are in the essays that follow from each of our eight contributors.

Jeff Berman (@bermanjeff), General Manager of Digital Media for the NFL and Buddy Media board member, talks about how Facebook is eclipsing search.

Greg Clayman (@Clayman), Publisher of The Daily, explains why Facebook is taking sharing to a whole new level.

Jason Hirschhorn (@JasonHirschhorn), Curator of Media ReDEFined, considers the element of surprise in social media.

Lewis DVorkin (@lewisdvorkin), Chief Product Officer at Forbes Media, discusses how he’s tearing down the walls that traditional media built.

Anthony Soohoo (@anthonysoohoo), Co-Founder & CEO of Rumpus and former SVP & GM of Entertainment at CBS Interactive, focuses on the way that the people-powered Web is changing innovation.

Wenda Harris Millard, President of Media Link LLC, advances the notion of a new personal recommendation engine on today’s Web.

Erik Flannigan (@butterking), EVP of Digital Media at MTV Networks Entertainment, shows how to build great relationships with social media fan bases.

Theresia Gouw Ranzetta (@tgr), a Partner at Accel Partners, zeroes in on the way that ecommerce is blazing a trail for social Web publishers.

I have already learned a lot from each of these people and their pieces, and I hope you do, too – not only to build your own ideas, but to help our industry move forward. To that end, I invite further conversation with me, and with our contributors.

The digital dialogue is so essential as we all work to re- invent publishing for 21st century audiences. 

 

To download the complete report, please click here:  Rebooting Media: The Digital Publishing Revolution for a Fully Social Web