What’s Shaking Up Social?

February 11, 2016

Social media: Most of us use it personally if not professionally. Some of us have a love-hate relationship with it. And as publishers and content marketers, we recognize the valuable connections social communities provide.

But social platforms and channels evolve at a breakneck speed that makes keeping up, well, challenging. Here are five trends promising to shake things up in social…and create new opportunities!

1. The larger a brand’s social media following, the more valuable the audience — or so some believe. Meet the next big KPI: Passion. Last year, global social media ad spending was up to $24 billion, but why should brands keep acquiring followers if they can’t measure their real value?
How Do You Measure Passion? Figuring The Value Of Social Media Followers

2. Social media marketers are familiar with the frustration of Facebook’s algorithm changes. This time, the change favors logic over monetization. Facebook announced organic targeting improvements with the new Audience Optimization tool, which promises to provide publishers a better chance to reach their target audience.
Facebook Makes News Feed More Relevant Again With Organic Audience Optimization

3. Social media insights are more than the sum of unique fan engagement. Now more than ever, they provide a rich opportunity to get to know your audience, revealing even their undeclared affinities and aspirations. Before starting a new campaign, learn what approach may work…and why.
How Social Media Data Can Guide You Through The Advertising Odyssey

4. Both Facebook and Twitter are planning changes to some fundamental characteristics of their platforms. But how will changing their playing fields affect fans, followers, brands and content?
Inside Facebook’s Decision to Blow Up the Like Button
How lifting limits might change Twitter’s character

5. And lastly, an innovation that’s less about building social communities and more about constructing actual communities…
Robots Lay Three Times as Many Bricks as Construction Workers
News that yet another task has been automated can bring on a few boos from the crowd. This new adaptable brick-laying robot may shake up the construction industry, but it still leaves room to leverage a human mason.

These changes bring with them an opportunity for all of us to connect, gain a greater understanding of our audiences, and ultimately drive action.

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