Mariya Delano on the Future of the Internet, Fragmenting Platforms, and Distribution in the Modern Age

Last Updated on July 26, 2023

In this podcast episode, Mariya Delano, founder of Kalyna Marketing, a marketing agency for B2B technical brands, discussed the evolving nature of the internet and how platforms like Twitter, Mastodon, and LinkedIn are changing and also explored the influence of AI on content and communities, specifically focusing on marketers and their approach to content distribution and personal brand building. 

The conversation touches on alternative platforms, data security concerns, and the potential fragmentation of the internet. We also discussed the stages of platform development and the importance of finding meaning and purpose in work.

Topics

• The Changing Nature of the Internet
• The Birth of a New Internet
• The Return of Niche Spaces 
• The Appeal of Decentralized Platforms 
• The Lack of New Voices and Opportunities on Threads 
• Stage Progression of Platforms 
• Content Distribution Strategies 
• The “So What” Framework 
• Writing for a Skeptical Reader
• Finding Joy and Purpose in Work During Difficult Times

Show Links

• Visit Kalyna Marketing
• Follow Mariya Delano
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Listen to the podcast:

Key Takeaways:

[00:01:03] The Changing Nature of the Internet 

discuss the evolving nature of the Internet, including platforms like Twitter, Mastodon, and LinkedIn, and how AI will impact content and communities

[00:05:22] The Birth of a New Internet 

shares her experience of being suspended from LinkedIn and how she unintentionally became a source of live news reporting on Mastodon, leading her to reflect on the future of the internet and the demise of Web 2.0

[00:10:26] The Return of Niche Spaces 

exploration of the possibility of a return to fragmented and niche spaces on the internet, similar to the early 2000s

[00:12:58] The Appeal of Decentralized Platforms 

explanation of Mastodon as a decentralized alternative to Twitter and the reasons for choosing it over Twitter

[00:20:48] The Lack of New Voices and Opportunities on Threads 

concerns about the absence of randomness and the chance for new accounts to become famous on the social network Threads

[00:25:20] Stage Progression of Platforms 

describes the three stages of platform development: user-focused, business-focused, and shareholder-focused

[00:27:57] Content Distribution Strategies 

explores organic and relationship-based tactics for maximizing content reach, including leveraging influencers and engaging with their content

[00:34:34] The “So What” Framework 

explains the “So What” framework she learned from academia and how it applies to thought leadership and audience research

[00:36:12] Writing for a Skeptical Reader 

discuss the importance of writing with a skeptical reader in mind and how to convince them to listen to your argument

[00:44:10] Finding Joy and Purpose in Work During Difficult Times 

shares how having a business and focusing on marketing has been a distraction and a privilege during times of war, allowing her to feel human and be part of something bigger

---