Social media is dead! There, I’ve said it. Controversial I know and maybe it’s the heat or my impending holiday. But, as I pause for thought in 2018, it is my inexorable conclusion after surveying the media landscape.
- A resurgence in the role of the website. More user-friendly than before and looking more akin to Instagram than Wordpress, they will still have a vital role to play in engagement.
- A rise in social messaging sites being used as micro social networks. That marketing team group you created? This is effectively a private network for people to engage with one another.
- There will also be more use of Private Groups as people try to cut through the narcissists and algorithm-friendly marketing blurb.
- More control over influencers and more scepticism about what they are blogging or vlogging about.
- More under-the-radar networking. Many Gen Xers and certainly Baby Boomers are getting sick of the Millennial malaise of ‘look at me, look at me, look at me’. Much quality networking is done without being in full view of the world.
- Some form or return to traditional marketing and sales methods. Communications is all about using a variety of tools, then testing and measuring to see which works best at what time.
- A more measured approach to social networks. This includes understanding Twitter lists and social dashboards, being clever with content, targeting people one on one and really understanding audience needs.
In many ways, nothing has changed. You still need to have:
- A decent digital and social strategy
- A growth mindset and thirst for innovation within your business
- Great and engaging content
- A willingness to engage with your customers
- An understanding of advertising
- Control over your data
Of course, I could be completely wrong. I’d love to find out what you think though and fully expect to be challenged!