local

New year, new destinations, new focus

You may have noticed somewhat of an absence of new content on here, and having declared reform in my last post, it seems I haven’t followed through.

But new year means new starts, right? And with that I’m bringing a new 2014 focus to my blog – still talking about everything to do with social media, but taking it on a bit of a world tour. So armed with my iPad, a 2 hour plane journey ahead of me and Instagram, I give you my first social media #ViewFromThePlane.

photo (1)A snowy Munich #ViewFromThePlane

I want this to be a series documenting the places I’m going to be lucky enough to visit this year, taking a look at how social media differs around the world. Many people make the mistake of thinking that social media is a one size fits all type channel, but there’s a whole world of social networks out there waiting to be explored.

So first stop, Germany. Not hugely exotic you may say, but actually pretty interesting from a social media perspective. From what was initially a relatively slow start, social media is now very much mainstream for the German population, and with this has come a shift away from a more reserved attitude to sharing personal information in a social environment. One of the reasons social media uptake wasn’t as rapid in Germany as it was in other markets was the concept of opening up ones life to people you didn’t necessarily want to share with. You wouldn’t tell everyone at a party everything you’d done in the last week, so why do it online?

But looking at the social trends in Germany, we see this mindset is very much shifting – for at least a significant proportion of internet users. And looking at the top sites used its very much leaning towards those that are geared up for personal connections without the unsolicited intrusion that was first associated with social media (yes Facebook, no matter how much you try to trick us into making our content public, we will prevail). Unsurprisingly the top sites are Facebook, YouTube and Google+, but I’m not that interested in those (although interestingly German is seeing a greater usage of Google+ compared to its European counterparts); what I am interested in is those local networks.

First up we have wer-kennt-wer.de (Who-Knows-Who) – the second largest network in Germany, and particularly popular amongst the non-academic in the south of Germany. But the recent plateau in page visits is suggesting that the community has reached a saturation point. Stayfriends.de has suffered a similar fate – what was the third most popular social network in Germany in 2012, is now too seeing a decline in members engaging within the network. With 5.6 million members it’s still a game player, but the game may be taking an extended half time break.

And then there’s the trend being mimicked that we saw across the rest of Europe (and the world) of the younger generation taking offence at seeing their parents on Facebook and consequently leaving it for something far cooler and newer to the social world. In Germany, the platforms the kids are flocking too is schuelerVZ where you’ll see almost exclusively high school students.

So why the social media uptake now? Well of course time has been a good stamp of approval – a slow and steady uptake has meant those observers have sat back and seen that actually you don’t have to share everything with the world. And the increase in mobile usage across Germany has certainly been a contributing factor, with over 10 million people accessing social networks on their mobiles every day, social on the go has become the norm.

And looping back to the idea of privacy and data protection, it suggests a reason why these local networks are so popular. If people in Germany are choosing their social networks based on the available privacy settings and how safe they perceive their data to be, then there is perhaps comfort in going where others are – safety in numbers.

So what can we learn from our cleverly cautious friends in Germany (clever in the fact that they watched others make social mistakes, learnt from them, and then did social at their own pace)? Other than of course Facebook is dominating, the main learning for me is the importance of understanding culture and behaviour. We may think we all behave the same because geographically we’re very closely linked, but don’t be fooled by that short plane trip; we don’t all need to share a selfie every three minutes.

Next stop, Belgium.

#ViewFromThePlane

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