The Problem With Vertical Integration In Social Media

Since the dawn of the internet, the main goal has always been to make information universally available to anyone who may want it. This is the principle on which Toronto business marketing has been built in the digital age. Unfortunately, the days of freely shared information may be coming to a close as the social media giants continue to grow apart from one another.

One of the things that a successful Toronto business marketing strategy depends on is the successful distribution of information. Not only in a direct line from the business to the consumer but also back the other way and from consumer to consumer. This has become common place in the marketing world, but it is in danger of disruption.

This disruption to one of the most effective digital tools in Toronto business marketing arsenal will not come from the fickleness of consumer tastes as we’ve seen in the past. Uniquely, it seems to be come from the business people who run the social media platforms. As they continue to grow and attempt to further monetize their corporations, they are unfortunately closing themselves off from their competitors. This growing divide is causing it to become more difficult not only for marketer to share a single piece of information across multiple platforms, but also for consumers to spread that information among their own accounts.

Currently, Google is the worst offender on this front, but Twitter, Facebook and others are not far behind.  In Google’s ideal world everyone would use their Android phone, taking pictures and directly uploading them through their Google Fiber network to a Google+ account without any of the competitors crossing the user’s mind.

Fortunately, consumers are no more ready to dedicate themselves to one social platform than the Toronto business marketing world is. As long as we continue to do what we’re doing, hopefully we can halt this progress before this tool goes the way of the great monopolies of the past.