Spotify Proves That There’s A Limit To Social Sharing

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Remember when advertisers pretended that “crowdsourcing” was the solution to every problem? Well, it wasn’t…

Sometimes it worked. More often than not, it was just a gimmick. The same thing happened more recently with “social sharing.” For a few years, VCs were very susceptible to the magic words “social sharing.”

Pretty much any startup that promised to solve every problem with social sharing got funded. Despite the fact that many of these ideas made little to no real sense…

Spotify was one of these. Like Pandora, Spotify would give users access to free music, paying licensing and royalties through ad revenue. Only, Spotify would also unlock the universe of social music sharing via a live stream of what all of your Facebook friends are listening to.

Why? Social sharing, dude… don’t ask questions.

Actually, Spotify’s founder famously believes that music is one of the most social pieces of human life. Ooh really, then why am I wearing ear buds right now?

Social Limits

At a recent event, however, Ek acknowledged that there are some pretty serious limits to social sharing when it comes to music. I wholeheartedly agree…

Spotify’s new approach focuses on engaging various tastemakers to curate the discovery process — a much better idea. Who want’s to know what their Facebook friends are listening to? Really?

According to Ek, Spotify will now incorporate the recommendations of “journalists, trendsetters and artists… not just your friends but really anyone on the music graph.”

Is it possible that your FB friends have terrible taste in music? Or maybe that you do?

Since using Spotify, I’ve become increasingly aware that my musical tastes are vastly different than that of my friends. Irreconcilable even.

The fact is that music may not be all that social after all…

Social As A Podium

As social media matures, two of the themes that keep popping up are the terms “curation” and “tastemaker.” Many social platforms are now finding success as exclusive social clubs that exhibit the work of “experts” and “geniuses.”

Platforms like The Fancy operate on this model, offering users a one-stop style hub where they can browse curated material, and even buy it.

As a social media marketer, this means that you should invest in positioning yourself as one of these social “experts” or “gurus.” Offer expert reviews and selections. Curate your industry. Be a critic in your niche.

Because the truth is, people really really want advice from someone they see as an expert…

They DON’T necessarily want recommendations from random Facebook updates.


About Josh Loposer

Josh is the managing editor of Digital Marketer, as well an aspiring novelist. Find out more about what Josh is working on on Facebook, Google, or on his website.
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  • Nanna says:

    Good points here by Josh Loposer re: Spotify and self-positioning as an “expert.” One question tho, is the “public” really so accepting of any of us who can push to get their volume up and presence blanketing?