Which Social Technology Changes will Impact Your Brand the Most in 2016
Social technology – and the businesses that provide them
— continue to evolve at an increasingly rapid pace. While much of this evolution could be predicted as a direct result of brands’ growing acceptance and use of social as a channel to engage and influence audiences, the direction in which the evolution is moving has been influenced by a number of other factors.
- Content overload that is making it more difficult for original content to rank on Google
- Incompatibility of seemingly complementary social technology tools
- An abundance of tools so great that brands often make choices without fully developing the business case to drive the strategy behind the tool
Big changes are coming in 2016, as Ian Cleary, CEO of RazorSocial, discusses in a podcast recording, 10 Social and Content Marketing Trends to Watch in 2016. Ian has been named a Top 40 Digital Strategist and Top 50 Content Marketer in the World. You won’t want to miss what he has to say because some of these trends to watch likely will affect the choice of tools you make for your brand.
Here are four of the 10 trends Ian discusses.
1. More Acquisitions Among Social Media Management and Monitoring Companies
Brands tend to use one tool for social media management and another for social media monitoring. Those tools may or may not work together. So, the brand has to decide if it’s better to have two lesser tools that work very well together or two dynamic tools that don’t really get along.
In 2016, we will likely see makers of management tools buying the makers of monitoring tools, and vice versa. However, as we’ve seen in some acquisitions already, bringing two companies together is not a guarantee of seamless integration. More acquisitions and attempts to integrate will occur in 2016 because brands need to begin consolidating their tools.
2. Freemium Model Change
We are already seeing changes in the Freemium model. Twitter sharing data used to be free. Now, brands pay for it. As the social technology space matures, investors and leaders will place increasing pressure on companies to generate more revenue.
So, while companies may still offer a freemium product, brands that rely on free access to those products would be wise to prepare for the day when those products are no longer free.
3. The “Buy” Button Will Come to Social
In some form or other, major social platforms such as Facebook and Twitter will introduce the ability to purchase products being discussed on their platforms directly from the platform. This introduction will not only become a major revenue source for social platforms, it will also fit perfectly with their strategies to keep users on their platforms for as long as possible.
Facebook continues to add technologies and content that encourage users to stay on Facebook, such as Instant Articles and Facebook Live video. Adding the buy button is too logical to not happen.
4. Automation of Influencer Outreach
The increasing list of available social platforms to reach your potential customer will make influencer marketing even more important in 2016. It can be difficult to establish a following on a new network, and it’s certainly time consuming. Influencer marketing allows brands to reach their intended audience through someone who already has a connection with them.
Managing an influencer marketing program of more than a small number of influencers will require intelligent automation.
These four trends to watch are just a small glimpse of how 2016 is likely to shape up. Tune into the podcast for all 10 of Ian Cleary’s trends to watch for 2016. As you do, consider how they will impact the way you use social media in your business strategy.