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: More than 3.8 billion 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 out ability and time to consume it has been termed ‘content shock’. What ramifications does this have for content creators?