Evolving Social Media

Chapter 1 of the Social Media Strategy Best Practice Guide

The right social media strategy for an organisation depends on its business objectives. This chapter considers what makes an effective social media strategy, as well as the trends shaping the social landscape.

By Michelle Goodall

8 minute read

The definition for social media strategy is very broad – where for many businesses, social media strategy uses an evolving set of channels to reach sales- and marketing-related objectives, for others, a focus on social enables an elevated customer experience. This chapter defines social media strategy and considers developments across the social media landscape. It covers:

Categories: From crowdfunding apps to discussion forums and video channels, what are the various different types of platforms, and key examples of each?
Key trends: Social media is a rapidly changing space, constantly responding to shifts in behaviour and new tech innovations. What are the main social, technological and platform trends shaping social media today?
Content shock: The phenomenon of digital content supply outstripping our ability and time to consume it has been termed ‘content shock’. What ramifications does this have for marketers and creators?