Demise Of The Destination Web
The New York Times reported recently that young people are not behind the popularity of Twitter. Twitter really took off after other social networks like MySpace and Facebook had attracted teens into their fold. And people who were already regulars on these networks did not see it necessary to move on. We see an interesting development in this trend. As brands try to get a foothold in the social media revolution sweeping the world, it is important for them to understand that wooing users to come and participate in special branded destinations is going to be tough. You need to build experiences around their online social lives rather than the other way round. Good example of this is the short lived Whopper Sacrifice experiment that Burger King carried out a while ago. Or the Lending Club initiative.