enable scale but challenge innovation.
are possibly the most scaled standards.
and flexibility within a commodity are difficult, often near impossible.
- Social success often relies on creativity and flexibility.
Can there be a successful social commodity?
4 Types of Social Commodities Available Today
- Personalities - Federated Media will bring some of the world's best, brightest and most popular personalities to the right brands in the right environments. Federated has found a commodity in the influencer. Creativity comes from the partnership between the influencer and the supporting brand. In this case, the commodity is fairly customized with the only common standard being the pool of influencers Federated works with.
- This isn't really much a commodity.
- This may be a commodity, but its value is debatable.
- While these may be somewhat commoditized, success comes from positioning and creativity. This hardly scratches the surface of the world of possibilities, but it's a commodity!
Every social site and network is facing this challenge. Monetization will not just be about banners, nor will it be about one-off integrations with brands. Standards are needed to drive economies scale. But how can one find social value and unique creativity in a standard commodity-based offering?