NEW YORK, June 6, 2012 — Gary Vaynerchuk needs very little introduction. He is a New York Times bestselling author (Crush It, The Thank You Economy), Innovator of the Year at the 2009 Wine Star Awards and aspires to own the New York Jets.
He is an expert at helping companies find their social media voices and build their digital brands.
Most importantly, he pulls no punches. “We reached the overload a long time ago” he says in reference to social media. Yet he is optimistic about the future of social media and especially how it integrates with mobile.
1. What is the future of social media? What will we be talking about 12 months from now?
Nobody really knows. We are just executing as quickly as possible in the reality. Don’t guess. Focus on what you can see. Right now, it’s SocialCam.
Numbers alone don’t make me want to test something. When I first taste it’s at scale. Tens of thousands of the right people. When it’s being used by a 15 year old in the middle of America, start assessing. Use the products.
Think of social media as the Internet. I can’t think of anyone betting against the Internet in 2012.
2. What trend do you watch more closely? The evolution of different tools or how people interact?
IQ is a commodity, data is a commodity. I’m far more interested in watching people interact at a restaurant with their smart phone. We can all read Tech Crunch, Ad Age. I would rather be living in the trenches. I would rather be going to Whole Foods in Columbus Circle to watch people shop with their smart phones.
VaynerMedia filters the world how humans interact. This is how people are going to make buying decisions.
Also read: Grey Goose: The proof of social media
3. Is there a specific tool we should pay attention to more? Why?
There is nothing more powerful than the mobile phone. It is the single device that will dictate society. Robots we were promised in the 80s that will clean your room. We didn’t get those. We did get smart phones.
Pay attention to anything that brings value. Even games bring a distraction. Utilities like Clear make an impact. I take notes now when I never did before because of it. Pay attention to tools that include GPS ease. Ask how does it make your life better. Humans are the best things in our lives and anything that connects us to home brings us value.
Pinterest and Tumblr are tapping in to the interest graph. I can connect with people around the Jets, wine and Lionel Richie. It brings value. Instagram, SocialCam are tapping in to the social graph. Zynga is giving us entertainment value.
There is no such thing as social media it is the current state of the Internet.
4. We keep adding social channels that we check, update. Will it eventually condense or continue to grow larger?
We reached the overload a long time ago. We’re not able to handle all the message we have now. We are natural filterers.
It’s why I wrote the Thank You Economy. What happens next is the caring or emotional value. The context for the relationship becomes the filter.
5. What is the next big thing, biggest upcoming shift in social media?
The big shift is scale. We are all in the attention business. When someone spends 4 hours on YouTube and 10 minutes watching television that matters. Minutes here, minutes there take away from television, movies.
There is a continued cannibalization of applications eating in to our time. Advertisers and human beings will go where the attention eyeballs are.
6. What role does broadcast media play in effective social media strategy?
They will integrate and play with each other. Television is dead as we know it. People will still use it. Broadcast has a place. If you have 10 users you still have a business. However, it may not be as relevant. Second screen viewing will become more prevalent as more and more people carry mobile devices.
7. Sanchez or Tebow?
Sanchez. Hands down, Sanchez. For a fourth round pick Tebow is a steal. Still, Sanchez.
Jeff Barrett is a recognized leader in public relations, experiential marketing and social media. Co-Founder of Status Creative, 2011 PRNewswire Award Winner for “Best Use of Video In Social Media” and record holder for Most Strikeouts in Tee-Ball.
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