ello: Social Cognition & Round 2
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| Can ello endure? |
Last week a wave hit the largest social networking websites of the world. A simple and unprepared underdog went toe to toe with the best in industry. Ello scaled the walls of the social networking media causing a major concern in the stock market. Within hours, thousands were trying out ello with a vengeance rather than curiosity.
Yes, ello is a fascinating alternative to take social interactions forward. It was just a few years ago when Google came up with its own version of Facebook. The reaction was not as welcoming as ello received. Facebook came up as a user friendly, efficient solution to maintain social interaction on an online platform. The core values or credos of Facebook were that it was free and democratic. World welcomed a novel idea. Facebook became the face of democracy beyond barriers. Empowered by the user generated content and the user experience quality the networking media thrived and flourished into social and human interactions. It flourished into social interactions in a way that it became the online alter ego of individuals as well as business. Then Facebook had an agenda in their roadmap - maximize their revenue. Facebook did one of the most controversial steps at this juncture. They controlled their viral reach and made it a harvesting mechanism. This was a direct assault upon those opinion leaders, business, people who used Facebook for social interactions and most importantly upon social cognition that was a belief that Facebook is free.
The success of ello was that they could articulate and address the concern that was in the back of the minds of each individual. We knew the truth but we ignored it until ello articulated it. We are well aware of the fact that our social networks are infested by advertisers but we liked to believe that it is free. However now we are given a choice while we are reminded about the ordeal we are going through each day. The ordeal that every post we share, and every friend we make and every link we follow is tracked, recorded and converted into data and sold to the highest bidder. Then our cognition is reminded of values that Facebook and Google preach each moment but that never remain in their actions anymore - Audacity. The initial idea behind social networks was as a tool for empowerment and never a tool to deceive, coerce and manipulate — but a place to connect, create and celebrate life. In all the years of their public relation stunts, corporate entities were seldom able to coin such a message that directly targeted the social psyche. Yes, it is the truth, it is a wakeup call and it is a call for action with a definite solution. The reaction was imminent. Yes, that is the end of the first phase.
If ello wants to be the next social networking phenomenon, it needs to plan and focus upon the next phases of social assimilation, user experience and community empowerment. Or else it will be a dormant community of rebels just like many other social innovations turned out to be. Round one is over and ello did dominate. But if ello wants to live another round through, it needs to muster its marketing strategies and credos to rival some of the best minds money can buy. In the world of business possibilities are endless. And the world is watching out for Round 2.
Perceive that which cannot be seen with the eye.
~ Miyamoto Musashi
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