About four years ago, many marketing agencies developed because of the explosion of social media. However, the same marketing companies did not want to be identified as purely “social” practitioners and said that they had grown beyond that. Recently, social media platforms have adopted a similar mindset. Several social networking sites are shrugging off the “social” tag. Snapchat recently announced that it is now a “camera company” because of the introduction of its video-recording sunglasses called Spectacles. During press meetings, the California-based company has tried to drop the tag when making its announcements.
Twitter has also tried to distant itself from the idea that it is a social site company. At the Advertising Week, Adam Bain mentioned that his firm had moved its mobile app listing from the social section to the news category in Apple’s App Store. He added that his team witnessed increased downloads of the app almost immediately.
Similar sentiments were echoed by Facebook’s Chief Operating Officer during a press conference in September. Sheryl Sandberg said that it had been long since the company was branded a social network site. There are certainly commercial reasons why most companies are suddenly joining the anti-social wagon. Scott Linzer of Organic Media stated that most of the social companies are working to diversify their portfolio and offer more in the spirit of innovation. Linzer continued by saying that Organic Media was trying to educate brands on how social media has continually collaborated in most forms of communications.
It is hard for an upcoming social media company to brand itself social after observing what has recently happened to Twitter. David Deal said that every enterprise that describes itself as social will always operate under the shadow of Facebook. Nick Cicero, CEO of Snapchat, stated that social media and social networks had undergone an evolution. Cicero added that the companies had to define themselves in a different way because of the evolution. Moreover, the Chief Marketing Officer of Ello said that his firm is not a social media company. He stated that they are a brand that puts creators first.