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Sep
21

The Social Pop Shock Effect

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by Mitch

Pop Shock and Social Platform Updates

I am having a problems figuring out why so many users take issue with updates to the user interface/user experience with certain social networks.   I understand that people are resistant to change.  Yes, it can be shocking to log on and not get what you expected.  It is the digital equivalent of “Pop Shock” – the momentary confusion, anger, and disappointment when you reach for your Coke and (only after it is too late) realize that you grabbed your friend’s Dr. Pepper instead.

Ugh.  I get that.  Gross.  On many levels.

But I also understand that users abandon social networks that do not change (see: MySpace – Our Friend Tom has discussed this on G+ and in several blogs).  The changes and evolution of platforms make them sticky.  They keep users interested. They (presumably) solve user issues and present things in a way that is consistent with how users actually use the site. Whether that change is to compliment their behavior or forcibly alter it is a matter of debate.  Sidebar: No more complaining about Google+ changes.  The platform is just over 3 months old.  Give it a minute to settle in… It’s going to space! Give it a second.

Special Note to fellow Social Media Marketers, Community Managers, and Strategists:

This is an opportunity for you to show your worth to your clients/bosses. Think about how it looks to them when you complain about these changes rather than digging in and figuring out how you can leverage new functionality in support of what you are getting paid to do.  They are looking to you for advice and leadership.  How would a football team would respond if their coach was constantly complaining about tweaks made to their scoreboard and the paint on the field? It’s demoralizing.  It would make him look ineffective as a leader to his players.  It definitely would not inspire confidence in the team that they could go out and win.

The bottom line is that the strategies still remain the same.  They are immutable. The tactics may change, and it is your job to figure that out and kick some ass with it.  So get going, coach. You have some new plays to teach the team.

As usual, you may have a field day at my expense in the comments section below…

  • http://twitter.com/prebynski Brandon Prebynski

    Mitch, I agree with your points. A difference from the Pop Shock example you mentioned, though, is that with a site like Facebook, the user must learn and/or relearn how to complete functions within the interface. A soda can is a soda can is a soda can. PCC v. ACC? (Passive Content Consumption vs Active Content Consumption — if that’s not a thing, it is now.) People don’t like to think if they don’t have to.

    In other words, must the user take action to consume the content they think they want (and would prioritize organically anyway), or are the user’s content needs fulfilled without additional action? The latter is one of the ultimate objectives of the site… such as developing the algorithms so accurate that the user is shown what they want whether they know they want or not (showing relevant content and only relevant content at any given time). 

    Will the progression of the industry eventually lead to a completely transparent experience? Time will tell.

  • http://twitter.com/prebynski Brandon Prebynski

    Mitch, I agree with your points. A difference from the Pop Shock example you mentioned, though, is that with a site like Facebook, the user must learn and/or relearn how to complete functions within the interface. A soda can is a soda can is a soda can. PCC v. ACC? (Passive Content Consumption vs Active Content Consumption — if that’s not a thing, it is now.) People don’t like to think if they don’t have to.

    In other words, must the user take action to consume the content they think they want (and would prioritize organically anyway), or are the user’s content needs fulfilled without additional action? The latter is one of the ultimate objectives of the site… such as developing the algorithms so accurate that the user is shown what they want whether they know they want or not (showing relevant content and only relevant content at any given time). 

    Will the progression of the industry eventually lead to a completely transparent experience? Time will tell.

  • http://twitter.com/prebynski Brandon Prebynski

    Mitch, I agree with your points. A difference from the Pop Shock example you mentioned, though, is that with a site like Facebook, the user must learn and/or relearn how to complete functions within the interface. A soda can is a soda can is a soda can. PCC v. ACC? (Passive Content Consumption vs Active Content Consumption — if that’s not a thing, it is now.) People don’t like to think if they don’t have to.

    In other words, must the user take action to consume the content they think they want (and would prioritize organically anyway), or are the user’s content needs fulfilled without additional action? The latter is one of the ultimate objectives of the site… such as developing the algorithms so accurate that the user is shown what they want whether they know they want or not (showing relevant content and only relevant content at any given time). 

    Will the progression of the industry eventually lead to a completely transparent experience? Time will tell.

  • http://twitter.com/prebynski Brandon Prebynski

    Mitch, I agree with your points. A difference from the Pop Shock example you mentioned, though, is that with a site like Facebook, the user must learn and/or relearn how to complete functions within the interface. A soda can is a soda can is a soda can. PCC v. ACC? (Passive Content Consumption vs Active Content Consumption — if that’s not a thing, it is now.) People don’t like to think if they don’t have to.

    In other words, must the user take action to consume the content they think they want (and would prioritize organically anyway), or are the user’s content needs fulfilled without additional action? The latter is one of the ultimate objectives of the site… such as developing the algorithms so accurate that the user is shown what they want whether they know they want or not (showing relevant content and only relevant content at any given time). 

    Will the progression of the industry eventually lead to a completely transparent experience? Time will tell.