As you can see below,  the inevitable decline is inevitable for every colorful logo on the PowerPoint slide you may have titled Social Networking. This curve was probably drawn back in 2007. By now, Facebook may be on the Plateau of Ubiquity on its way to decline at some point. They would have to play too many cards right in order to become another Ebay and Amazon of the Internet.

I had the privilege to be in a brand strategy meeting where the goal was to decide which network is suitable as the hub for the brand. Demographics of different social networks were projected on the screen. Are demographics the right way to decide? Or is the choice of a hub even a valid consideration to begin with?

I think choosing the hub is a tactical/short-term decision. OK! I get it. Who cares if it is strategy or tactic? It’s a decision to be made and one aspect to be considered is the portability to the content and fans. We know the content is portable by nature but the user-generated dialog is not very portable. If the network is abandoned, how will the brand relocate to its new hub without loosing much momentum.