Jennifer R. Scott│September 15, 2021
Today, when you go to orkut.com, you will be met with a brief goodbye to Google’s first social media platform, written by Orkut’s founder, Google employee, Orkut Büyükkökten So, what happened to Orkut? According to News 18, Google shut down the platform on September 30, 2014, “to focus on its other social networking initiatives.” However, there may be more to Orkut’s untimely demise. How did Brazil’s top social media site end up getting the ax?
The platform’s interface was sleek and intricate, but easy to use. It allowed users to connect with classmates and friends, while providing them with the exclusivity of invitation-only membership. Orkut was also the go-to site for those who wanted to connect with others in the technology field. At the height of the social media site’s popularity, there were over thirty million users on the platform. The Orkut method worked…until it didn’t.
There are a plethora of reasons that social media sites fail. A few of these social failures include:
- Too much censorship
- Strict user policies
- Not enough emphasis placed on developing the social aspects of a platform
In the beginning, Orkut was a leader in the pack of social media success stories, but as the demands on social sites began to grow, the platform did not keep up. While other social media sites were offering users more options to engage with others, through blogging, gaming, and video sharing, Orkut users were faced with blockages and technical difficulties. In Brazil, this became a problem because Brazilians are more receptive to brand strategies that allow them to interact with others through sharing video files. For these reasons, the company stopped meeting the needs of its digital consumers.
An effective, strategic social media plan includes a mix of external analysis, internal analysis, social media strategy, and monitoring. If either of these components are overlooked or fail, that can mean dire consequences for a social media site. It is clear that marketers for Orkut did not thoroughly assess the situation, missing out on the opportunity to improve the overall customer experience. Hence, the social media site became social media history.
Clearly, there is a lesson in the downfall of Orkut. As social media marketers, we have an obligation to provide the best user experience possible. This not only benefits consumers, but it also benefits businesses who engage with those consumers on social media. For instance, improving user experience can attract new customers and create loyalty, while increasing ROI and creating a competitive edge over rivals.
Like the people of Brazil, social media users here in the United States are part of a cultural revolution that encompasses the many facets of various digital platforms. We want to engage with brands, and we want to connect with others who have similar interests. We also want to be able to do both simultaneously.
Although Orkut’s time has come and gone, all is not lost. Büyükkökten went on to create hello network—the next generation of Orkut. Perhaps, he was listening after all.
#snhusmm #Orkut #DigitalMarketing #ProjectIdeaEvolution