They will compete with us to dominate social media. And they will do so because their chosen subject is more focused than us. Who are they and are we ready for them?
They are, of course, people in non-digital jobs turning to social media for the first time in their lives. Not early adopters like you and me, using Twitter, FriendFeed, Vimeo or whatever, in a constantly analytical, experimental way. No, these lot could not care less how it operates or what it is called. They just want it to work for them.
I’ve already asked whether bloggers are ready for competiton from the arrival of so many former, print journalists who, having lost their jobs or their prejudices, will turn to blogging and better many long-term bloggers. And so with this new wave of people using social media to network.
Take my brother, head of media and campaigns in a government department. He’s already reactivated his Facebook profile, set up a Twitter account and launched a LinkedIn group, all in two weeks. His years of media, many on the UK’s national papers, translates seamlessly to our new world. But he has one further bonus when it comes to community – his focus. So when he sets up his LinkedIn group he does not just want any communications experts, only those in local government.
He’s already having debates about whether Facebook has a role in a company’s internal communication.
How many of we early adopters can beat that?