On Yahoo, social media and the fish that got away
- Alex J. Martin
- Social Engagement Manager- Silicon Valley Business Journal
- Email | Facebook | Google+ | Twitter
And wouldn’t you know it, it worked. The man began pulling in dozens of fish, some even bigger than he was!
Yahoo was that very old man in its heyday, catching every fish in the pond with a youth-like smile, grace and ease. Yahoo was unstoppable.
But something happened. Maybe the company started using different bait. Perhaps Yahoo floated over to the wrong part of the pond. Maybe their spool just lost some strength.
It happens to all the big companies in Silicon Valley. For one reason or another, they miss an enormous industry shift.
Microsoft missed the internet. Intel missed mobile. HP looks like it may miss 3-D printing.
And Yahoo, no matter how hard they try to catch it, let a huge fish get away: social media.
Still, in a bow to yesteryear, Marissa Mayer and company have opened a track-your-desired Yahoo user name program for users who don’t have the Yahoo ID name they want. Users can pay $1.99 for Yahoo to track up to five user names for three years. If the name you want becomes available, Yahoo will squat on it for 14 days and then you can claim it. WHAT A BARGAIN!
The fundamental problem here is that no one cares what their Yahoo ID is. No one identifies their online persona with Yahoo. There’s no online ecosystem in which your Yahoo name has any value. No one’s business card says “Ping me on Yahoo Messenger.” They all say “Follow me on Twitter.”
Much like a lost love, when you realize “the one that got away”, it’s only natural to go to extreme lengths to try and get them back. You can tell them how much you’ve changed and that you’re really serious this time. Sometimes it works (Google did that with Google Plus and it sort of worked), but most times it doesn’t.
You have to know when to cut your losses. The real problem comes when you spend too much time, energy and resources chasing the one that got away instead of preparing yourself to catch the next one coming along.
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