The Next Wave of Social Media

The entire social media landscape and operating environment have shifted to something unrecognizable, even when looking back a mere five years. Paid social advertising is now critical for reach and engagement, visual media and live video streaming became basic campaign tactics, and new platforms — like Snapchat, WeChat, and Facebook Messenger — signal that social media has fundamentally changed.

Camilla is conscious of these innovations but struggles to know how best to tap into them and visualize how the pieces fit together. She wants to raise understand where social media marketing is heading.
Connecting social IDs with customer data (such as a Twitter handle and a customer identifier) helps marketers unify their data when combined with transactional and service/support information. Marketers who haven’t connected their customer records to social IDs are going to be even more reliant on social networks to succeed in their customers. Marketers who haven’t begun this process should begin collecting and linking social IDs to customer records.

Popular global messaging apps like China’s WeChat, South Korea’s KakaoTalk, and Japan’s Line have taken the lead to find innovative ways to stay users engaged. Commerce, social gifting, gaming, payment services, and therefore the ability to hail a taxi (to name a few) are innovations creating stickiness and utility. Facebook’s integration of Messenger and its bots with Facebook advertising presents opportunities for marketers to interact with audiences in new ways.

By: Raghav Saxena

School Name: Birla School, Pilani