Angel Gambino on the Future of Social Media

By Billie Andersen

Angel Gambino, Ex founder of Bebo – Global VP of Music & Content, as an acclaimed social media expert in the music, media and technology industries, Angel is now an advisor.

Could you please tell me a bit about yourself and your background in social media?

I am an entrepreneur, investor and Board Advisor to music, media and technology companies and charities that aspire to change the world. I help them accelerate their growth and enhance their popularity through strategy, partnerships and leveraging my network of global cross-industry contacts to expedite the impact that these organisations deliver. I work late, travel lots and am addicted to chai tea lattes! I am inspired by innovation, nature and kind, clever people.

Most recently, I was Global VP of Music & Content at Bebo. I suppose my background in social media started in 1994 when I ran the world’s largest environmental conference in the US where we created a webcast for others around the world to participate in the conference before the term “webcast” was created.

Before joining Bebo, I led teams in developing, growing and monetising gaming communities; growing and transforming bbc.co.uk from a news headlines and TV listings site to an immersive and engaging rich content destination where my team developed the iPlayer and the first mobile services; through to MTV Networks where I lead their first foray into social media through partnerships with Youtube, Bebo, Myspace and others; and creating the UK’s first community controlled brand MTV Flux which was exported to the US and other countries.

Can you please sum up social media in a way that a non-technical person would easily understand?

I would sum it up as content discovered, shared, marketed and/or created by consumers where the overall experience puts the audience at the centre of the interactive experience where they engage with brands and rights holders using technologies designed to make life easier and more enjoyable.

Why should forward-thinking businesses be interested in social media?

All businesses need advocates to endorse their brands, products, services and people. Social media gives creative ways to engage, in real time, directly with those who will be most influential about adoption and purchasing decisions. If used correctly, social media is an inspirational source of new product ideas and an inspirational source for informing your important decisions that impact the growth of your business.

What do you think are the biggest pitfalls for businesses getting involved in social media?

Accountability, time, inauthenticity and responsiveness to negative criticism. It’s hard to be omnipresent so you have to focus on the services and tools most likely to reach your targets. When you make mistakes, it can instantly become visible, which is a big risk for some companies. However, if you respond quickly and act in an accountable and authentic manner you can control the damage and sometimes your response to a crisis can even win you new fans and customers that you didn’t previously reach.

What are your top tips for businesses wishing to adopt social media?

At first, until you learn the ropes, work with generous people who know what they’re doing. Then, experiment and make new mistakes every day. Measure the impact of your activities so you can fan the flames that ignite your business into a powerhouse on fire.

What do you think are the most important upcoming developments in social media?

I think they are: the ways in which trust will be translated and transformed; an improved elegance in the user experience; and the increased importance of private social features. I see an increasing excitement and dependence on the cloud fuelled by increases in connection speed. Both ‘real time’ and ‘the personalisation of tools’ are evolving dramatically.

You were recently Global VP, Music & Content at Bebo. In which direction do you see social networks going in the future?

I expect to see greater ease of use between managing multiple personas or reflecting different things to different people and companies. Lots of other exciting developments which I’ll keep to myself at the moment!

Where do you see social media as a whole, going in the future?

Media is inherently social. I see the continuation of media democratisation extending in more fascinating ways to TV and the connection between real events in our lives with our lives online especially via mobile devices.

Thank you Angel for taking the time to speak to us.

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