For centuries, people got used to things staying the same for a while before any changes or updates were made. It took a long time for console televisions to evolve into the flat screens that we have now. Even when the flat screens started to come out, people avoided them because of the cost and the uncertainty as to how they worked. Today, flat screen televisions are the norm.
But the Internet is unlike anything people have ever seen and it is still taking some time for business owners to adjust. For example, in May 2015 Facebook announced that it was releasing a news article platform that posted news content directly to Facebook and not to the publisher's site. Facebook tried to allay fears of a media takeover by allowing media companies to keep 100 percent of the revenue they generated from ads they sold on their Facebook content and Facebook even gave the media companies 70 percent of the income Facebook generated from the ads that Facebook sold on publisher's content.
For all of its hoopla and chest pounding, the Facebook direct publishing tool is still in its initial launch phase and it is taking much longer to introduce than Facebook anticipated. All of the changes that the publishers were ready to make were put on hold and everyone is now taking a wait-and-see approach.
Social media, as shown by Facebook's attempts to become an online publisher, is incredibly dynamic. The companies that own social media platforms come to realize that their millions of registered users represent revenue and power. That means that companies like Facebook and Twitter are starting to branch out into other Internet activities that used to be off limits to them.
Each year, Google or some other major social media player introduces something new and that something new usually causes entire industries to jump. When Google started with its Panda, Penguin, and Hummingbird algorithm changes; it completely altered the online content industry and literally changed it overnight. If Facebook had been able to do a successful launch of its publishing platform, it could have changed the dynamic of the online publishing industry overnight. Social media represents an necessity to businesses that remains very unstable.
The solution for any business owner in the face of a dynamic social media industry is to get involved with marketing professionals who understand the changes and can help companies to benefit from them. If you try to take on social media by yourself, then your business will suffer. The dynamic nature of social media makes it the realm of professionals and you can get left behind if you are not willing to invest in the right type of professional assistance.
Will Facebook alter the way that online publishers present their product to the world? It is almost a guarantee that Facebook will find a way to use its vast worldwide audience to get as much revenue as possible from as many different industries as possible. While your company may not be a media giant, you can still benefit from the dynamic nature of social media. All you need is a professional marketing group to point your company in the right direction and you can take advantage of the chaos that a dynamic social media industry creates.