As we near the end of another year, the world of social media has once again seen massive changes. With 2015 fast approaching, we asked industry experts what trends they expect to see in 2015 and how those trends will change the way people work in the world of social media.
1. Converged media is on the rise
Distinctions between paid, owned and earned media will blur. Companies and brands once enjoyed the exclusivity of publication channels they owned, such as their website or blog, while ‘earned media’ meant third parties created and shared content without any affiliation to other outlets, such as advertising. In 2015, converged media will become the norm, where all channels blend into each other. As data streams continue to cross, content will need to work across channels. Companies will need to be alert to the need for consistent proactive messaging, and co-ordinated, uniform reaction, to support campaigns, drive engagement and handle crises.
“With the decline in reach for posts by Facebook Pages (due to many factors but sheer volume of Posts and Pages Liked is significant), smart marketers will need to use a combination approach to reach more fans on Facebook. For example, sharing on Twitter a video or image your brand posted to Facebook can add value to the Facebook post. Marketers will need to find ways to weave together and drive social traffic from one network to another. Gone are the days of “this is our Facebook marketing plan, and this is our Twitter marketing plan.” Brands need to think cohesively about their “Online social marketing plan”that uses their website as the foundation for great content and then integrates cross-social platform sharing to enhance reach and boost engagement from one platform to another.”
