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 transforming the channel.

By Michelle Goodall

10 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 how key trends are changing how people interact with the channel. It covers:

Social media use: Billions of people around the world are now using social media. How long do they spend on the platform each day and what are the most popular platforms?
Key trends: Social media is a rapidly changing space, constantly responding to shifts in behaviour and new tech innovations. What key trends are 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 content creators?