Social networking ecosystem

In past 3 years have witnessed one of the most significant additions to the social networking ecosystem: the arrival of livestreaming video apps like Periscope, YouTube Mobile Live Streaming, Facebook Live and Instagram Live. This seems like a natural progression in social networking in light of the attention given to breaking news bragging rights, selfies and the overtaking of photos with videos. In effect, Facebook made us feel connected in the first generation of social networking. Twitter then connected us in the moment. Now livestreaming connects us with sites and sounds. So we are essentially progressing from “What are You Doing Now?” to “What are You Seeing Now?”Snapchat and Youtube arguably set the stage for self-broadcasting with social networking features. But when you combine fast wireless broadband service and social networks to powerful smartphones with great cameras, we now have a new context for livestreaming services. Imagine live-streaming news events, live-casting product launches, showcasing your travel adventures, broadcasting weddings shown to far-away relatives, celebrating birthdays, adopting puppies, raising money for charities or seeing what it’s like backstage. Then couple this broadcasting ability to social networking features like live commenting and liking (or love hearting). Voila! We can now host our own TV-style events while engaging with our traditional followers. Brands love these live interactions because they enable real-time social interaction with their audiences. Without a doubt, video content allows brands to engage with their audiences in a more human and transparent way that tweets and Facebook posts simply cannot accomplish. And the live nature of these video streaming apps addresses a sense of urgency that recorded video lacks. Finally, more than Skype or YouTube, these apps permit live videos to be seen by all of your followers. i.e., Your followers will see that you are streaming and be able to tune in live or, in the case of Periscope, watch a replay for up to 24 hours. Seeing this overall potential, major brands are seriously considering Periscope and Facebook Live for conferences, sports events, product announcements and annual meetings. But wait! Like most other social networks, there is likely to be only one dog left in the fight. Until recently Periscope was the real darling of the industry. Although Periscope certainly has the buzz and initial high followers, Facebook Live touts their more universal appeal; YouTube Live touts their Google influence and Instagram Live touts their interface efficiencies. For now, the battle appears to be raging over feature domination, functionality and friendliness.