Social Media Trends to Watch for in 2017: Part II

Here’s a continuation of our last blog on social media trends for 2017:

  • Dependence on mobile technology:
    Free and reliable wireless internet access is becoming more widely available, especially in the meetings and hospitality industry.  Mobile technology continues to advance and the most popular social media channels are adapting to that demand.  Expect social networks to “up their game” by making it even easier for users to share content.  A nimble mobile app will no longer be wish list material:  it will be an expectation.
  • Increased acceptance and proliferation of social gaming:
    The recent Pokémon GO craze excited many gamers while seamlessly blending an online application with an outdoor activity (see the sidebar for more information).  It’s important to remember, however, that some people do not embrace social gaming:  one size does not fit all.
  • Demand for data:
    The C-Suite demand for ROI is matched only by the demand for data:  how many members did a campaign attract, how many new attendees came to the meeting, how many participants engaged in the event from a remote location?  Numerous social media analytical tools – many of which are free – can provide you with the data slices that you seek.  Be prepared to supply this information on demand.
  • You are your brand:
    As a professional, you represent yourself and the company for whom you work at all times.  In an online world comprised of personal networks and connections, your personal and professional credentials – and credibility – can represent tremendous value to your organization.  Seek opportunities to appropriately market both brands and to influence decision makers through your social media networks.

It is safe to assume that all social media networks will continue to innovate by introducing new features to vie for people’s increasingly short attention spans and for advertising dollars.  Those unfortunate networks that stagnate will be forced to change their business models or simply cease to exist.  Facebook will continue to grow – in viewership, revenue-generating services and market share.  Microsoft’s recent purchase of LinkedIn will ostensibly lead to some necessary changes in the social network’s online presence.  Speculation about Twitter’s viability and future ownership will also persist.

The more things change, the more they stay the same.

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