The social media landscape is consistently evolving and brands have to continue to evolve social media strategies to keep up with the changes in technology. Some future implications that may impact brands on social media include:
- Mobile Social
- Many consumers use the internet on their mobile devices for shopping, browsing and checking social networks. Many consumers still use feature phones to access the internet so an implication for being social on mobile would mean brands would have to provide content and experiences that are tailored for slower connection speeds and different screen sizes.
- Social Local Mobile
- More consumers are using social networks based on location to find trends while on mobile near them. Social, local and mobile services move to the center of the social media experience. Brands can explore more ways to socialize real life experiences including in store and the point of consumption. Brands can also use social listing tools to identify what consumers’ share, when they share it and where they share it to identify top influencers.
- Search Social Crossover
- Consumers rely heavily on recommendations and suggestions from peers and friends to help make decisions when it comes to restaurants, gadgets, television shows, music and so much more. Social and search are becoming more intertwined. More brands should be using Google+, it is a social network that combines search and social. The more consumers talk about brands on social networks the more the brand will show up while searching for the brand.
- Social CRM
- Brands should remember social media is used for interaction and not just listening. Brands should start to interact more with consumers instead of just sending out information for consumers to listen to or instead of just receiving feedback and not interacting with consumers. Brands should have community management teams to handle brand interaction and provide the necessary tools to respond to consumers.
- Inclusive Content
- More consumers want to be a part of what a brand is offering so brands should make consumers part of the advertising experience. Brands should continue to innovate with advertising and create content around consumes instead of just creating content for consumers.
- Interface Innovation
- As technology continues to advance, consumers continue to interact with devices in different ways Google Glass would be an example. Google Glass allows consumers to interact with technology by wearing it on their faces and essentially using technology hands free. Once Google Glass becomes more main stream then brands will need to evolve the way they deliver engagement.
- Curation and Funnelling
- Many consumers have a number of different social media networks and it can becoming troubling to keep up with all of them whether through posting or through reading content and that is why social curators are on the rise like HootSuite and Flipborad that allow for consumers to read and post content from within one app. Brands need to start exploring ways to communicate with consumers without relaying so much on social display advertising.
The future implications of social media have a lot to do with technology, which is consistently evolving at a rapid rate. Social networks like Pinterest and Instagram are on the rise and focus on visuals whereas Vine is becoming a really popular video sharing service. Brands should keep in mind to have more than one social network but to not join them all.