Social Media Tools Are Killing Their Own Value


I officially have conceded to the app developers and the contra-browsers mavens that are developing so many different ways to do the same thing, that I have lost not only count, but interest. Do we really need fifty mobile social networks that all do the same thing?

 

The market is confused and when there is confusion, things generally slow up. Like the weather in Chicago…”if you don’t like the weather, wait a minute, it will change”. With this level of innovation, no one can make a decision. Why would you, if a newer shiny penny is coming out every day, why choose?

 

Here is the problem:

1. Too many dumb ideas. Venture capital is fueling far too many app developers with $100,000 to $250,000 and not building businesses. The VC “Flippers” are a new breed of investor, seemingly more interested in M&A than market intelligence. The buzzwords flying around Silicon Valley are dizzying.

 

2. No domain expertise. I haven’t met very many. Wait. I haven’t met any social web app developer older than 30. And, none of them have any experience beyond tending bar or waiting tables. But, they are creating apps on the fly to solve location based marketing challenges that really don’t even exist. Then they call us and say “wanna partner?”

 

3. Loyalty and rewarding such has been around for decades. So, mashing up social currency+geo+mobile+reviews+ratings+bookmarks+points+reservations+games+
promotions+events+directory does not make a better product. Restaurant operators are still getting use to email marketing. Just because you can integrate the kitchen sink into an iPhone app does not make it a good idea. Remember market intelligence? First, find out who your customer is? Then, ask them a question to see if you are solving a problem or, creating one.

 

4. It’s still quality over quantity. I know this flies in the face of, well, Facebook. But, really, does anyone really need to be connected to 5,000 followers, or 500 friends you don’t know? Even businesses, in many cases, can’t manage this. It is far, far better to have a smaller, more active affinity group that actually knows your brand and is interested in being connected to it.

 

The foregoing begs for some sort of clearing house for social web application reviews, use cases, opinions, and ranking. I would create it, but frankly, by the time I did, I am certain a VC-backed app developer would launch one and there would be 50 new versions of a central navigation point for social apps the following week.

 

We need tools and we need connections with our customers. As a former business partner of mine once said “I like steak. I had steak last night for dinner and I had steak for lunch today. I don’t need any more steak.”

Views: 51

Tags: Atkinson, FohBoh, Michael Atkinson, restaurant social media, social media, social media tools

Comment

You need to be a member of FohBoh to add comments!

Join FohBoh

Comment by Lissa on March 30, 2011 at 6:03am
HERE! HERE! and HEAR! HEAR! Who has time to keep up with all the apps? Thanks for the very insightful and grounded post. I think that the entertainment factor plays a big role in wanting to create something new even if it does not really address a market need. I teach a class on natural resources and the environment to college freshmen - seniors and if I only had an app for every lecture I may get a better evaluation at the end of semester. But since I am not a software developer I must figure out how better to "stand on my head and spit nickles" - But since most of my students have never heard of that expression, I am surrounded in a classroom full of expectant entertainment addicts sneaking in a preview on the movie app they hold in their hands.

Non-Operator
Comment by Rod Brant on March 30, 2011 at 6:00am

It seems to me that the best thing for a "clearing house" is going to be the market itself.   Customers are going to figure out what "social media" tools they want to use...restaurants need to be in a position to participate with them whether it is facebook, texting, idine, myspace...whatever.

 

Wherever your best customers want to play, there you need to be.

 

Rod

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

Eateries turn to rationing as lime prices soar

Unrest caused by Mexico's drug cartels, along with floods in Mexico and a drought in California, are taking a toll on this ye -More

25% Usage Reduction, Guaranteed!
Reduce waste and cut cost. Impress your customers and express your brand. Every single Tork Xpressnap napkin dispenser performs double-duty for your business. Find out more about our 25% usage reduction guarantee or get a free trial.

Burger King to upgrade wireless with Whopper Wi-Fi

Burger King has teamed with AT&T to replace existing in-store wireless Internet with an upgraded system dubbed Whopper Wi-Fi  -More

Late-night indulgence pays off for Jack in the Box

Jack in the Box saw its profits rise sharply in the first quarter, a few months after introducing its $6 Munchie Meal menu of -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Chipotle Mexican Grill, Inc. First Quarter 2014 Revenue Up 24.4%

Comparable restaurant sales increased 13.4% - Restaurant level operating margin was 25.9%, a decrease of 40 basis points

Jamba Juice Announces Grand Opening of New St. Louis, MO Location

Jamba Juice Company announced the brand’s continued expansion in the St. Louis market with the opening of a Jamba Juice® store at 11477 Olive Blvd. on April 16, 2014.

Expert in Real Estate Analytics Joins Luna Grill

Luna Grill, the San Diego-based Mediterranean restaurant chain, is welcoming retail real estate industry veteran Greg Thorburn to its leadership team. Thorburn has been brought on board to fill the newly created position of Vice-President of Real Estate.

Rita's Italian Ice Awards Area Development Agreement for Kansas

Rita's Italian Ice has awarded franchise and area development agreements for Kansas and the Kansas City area, which extends to the Missouri side of the city, to franchisees and local residents Jay Miller, Jeff Miller and Pat Reilly.

Restaurant Sales Bounced Back in March

Restaurant sales posted a solid gain in March, and bounced back completely from the recent soft patch. Eating and drinking place sales totaled $47.3 billion on a seasonally-adjusted basis in March, up 1.1 percent from February's upward-revised sales volume of $46.8 billion, according to preliminary figures from the U.S. Census Bureau.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: Jeremy Kasdin: The flower-shaped starshade that might help us detect Earth-like planets - Jeremy Kasdin (2014)

Astronomers believe that every star in the galaxy has a planet, one fifth of which might harbor life. Only we haven't seen any of them -- yet. Jeremy Kasdin and his team are looking to change that with the design and engineering of an extraordinary piece of equipment: a flower petal-shaped "starshade" that allows a telescope to photograph planets from 50,000 kilometers away. It is, he says, the "coolest possible science."

TED: Norman Spack: How I help transgender teens become who they want to be - Norman Spack (2013)

Puberty is an awkward time for just about everybody, but for transgender teens it can be a nightmare, as they grow overnight into bodies they aren't comfortable with. In a heartfelt talk, endocrinologist Norman Spack tells a personal story of how he became one of the few doctors in the US to treat minors with hormone replacement therapy. By staving off the effects of puberty, Spack gives trans teens the time they need. (Filmed at TEDxBeaconStreet.)

TED: Jennifer Senior: For parents, happiness is a very high bar - Jennifer Senior (2014)

The parenting section of the bookstore is overwhelming—it's "a giant, candy-colored monument to our collective panic," as writer Jennifer Senior puts it. Why is parenthood filled with so much anxiety? Because the goal of modern, middle-class parents—to raise happy children—is so elusive. In this honest talk, she offers some kinder and more achievable aims.

TED: David Brooks: Should you live for your résumé ... or your eulogy? - David Brooks (2014)

Within each of us are two selves, suggests David Brooks in this meditative short talk: the self who craves success, who builds a résumé, and the self who seeks connection, community, love -- the values that make for a great eulogy. (Joseph Soloveitchik has called these selves "Adam I" and "Adam II.") Brooks asks: Can we balance these two selves?

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service