Companies, including my own, use the “Donut List” to simplify the major social sites to novices. But as these sites add features and move to our mobile devices, the differences aren’t all that clear.
Take YouTube, indisputably the king of internet video. But Facebook also hosts videos; they play right in your timeline. Google Plus, which owns YouTube, easily integrates with its sister company. Pinterest lets users pin videos and even the business-minded LinkedIn allows companies to post videos, if they upgrade to the premium packages. Yes, virtually all the videos being watched on these different sites are coming from YouTube. But does the average user care? And what if you find that your brand’s videos are being watched more through a Facebook timeline than on YouTube.com? Another reason to update the Donut List is that Pinterest has evolved. It started out with a mostly female audience, no brand presence, and a large amount of recipe pins. But now the site has moved away from text and consists almost entirely of images. Brands are showing off their products, couples are building wedding registries, and just about everyone is sharing infographics. So what’s all this about recipes? And then there’s Google Plus. When the Donut List was first published, the social network was seen as a poor attempt to compete with Facebook. The Wall Street Journal called it a “virtual ghost town.” Hence the joke that only Google employees used the site. But Google integrated many of its other products into G+, including YouTube and Gmail, encouraging (some might say demanding) that users create a profile. Less controversial are the popular Google Hangouts, live G+ video chats on with celebrities, thought leaders – even astronauts on the International Space Station. Today, Google Plus is the second-most popular social network in the world, behind Facebook. So now the joke’s on the Donut List.
I have a few other quibbles with the Donut List. For example, Instagram may be known for its “vintage” filters, but people and brands are posting plenty of “unfiltered” images there, making it a competitor to Pinterest. And I’m not sure that image-hosting site Imgur will ever become a true social network, especially as Instagram and Pinterest become more popular. In conclusion, the Donut List is funny and insightful, but is no longer accurate. Social media is always changing and so should the Donut List. How would you describe these social sites? Would you add any? Delete any? Let me know. And if the evolving social landscape has you confused, Brandemix will be happy to help.
Until then, I’m grabbing a donut.