Questions and More Questions on the Impact of Social Media in 2018

By Edward M. Bury, APR (aka The PRDude)

The article hit home like a virtual thunderclap. Well, for me and perhaps the many others who communicate professionally and ethically.

In question is a piece, “2018’s Biggest Social Media Trends for Business,” published January 2 of this year by Forbes. (Yes, I’m a little behind in my reading.)

For a commentary on the growth of digital, there sure are a lot of “old-school” implements in this graphic. Image courtesy of Forbes.

Here’s why: Author Ryan Holmes (also the CEO and founder of Hootsuite) maintains that there’s “a growing realization among businesses that social media is the single most effective way to reach audiences.” He cites factors like the development of paid platforms (so long free reach via Facebook), a continued growth of video (certainly not surprising) and the integration of prominent social media platforms with leading business software (perhaps Microsoft will own everything digital some day).

And, the article cites compelling statistics like the escalating number of Facebook users (lots and lots and lots), time each day teens spend online (around 540 minutes) and the growing dominance of sponsored video (more bucks spent than on that once dominate medium — television).

All this led me to ponder these questions about the future of social media:

1. All these developments are happening at lightening-fast speed. So  how do communicators measure results and effectively keep up?

2. And, given the preponderance of new digital platforms, how do communicators determine if what they recommend to clients is the most relevant one?

3. Not too many years ago, I recall reading that the public relations field “owned” social media. Is that still the case?

4. How do you effectively integrate rapid-fire digital with more traditional strategies and tactics?

5.  Will those of us not raised on digital (this writer included) continue to have a voice in modern communications?

In the conclusion to the article, Holmes offers this rationale: “For companies already fatigued by the onslaught of new technology and strategies, relief, unfortunately, is nowhere in sight. But for those that can keep up, social media may promise bigger audiences and more return on investment than ever.”

Not sure where I stand in that equation.

Now it’s your turn. Given the virtual communications whirlwind ahead, what questions do you have about the impact of social media on communicators?

 

 

 

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