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It’s easy to become complacent with your social media strategy.

Likewise, adopting a mentality of ‘if it isn’t broke, don’t fix it’ can put you light years behind the competition. That’s because the social world changes every day, with new algorithms, features and updates. Fail to stay ahead of the game, and the task of managing your social media can quickly become a laborious task.

Ask yourself: Am I utilizing social media to its full potential? It’s important to take stock and assess each platform from time to time.

Facebook is live streaming

A clear and succinct understanding of Facebook is essential in 2017.

Why? The platform is the most superior of the bunch and is turning fast into the destination for everything lifestyle-related. An extensive data set and a user base of 1.86 monthly active users has enabled Facebook to dominate this sphere. For us, Facebook will always be the platform most equipped to live streaming.

Moreover, an algorithm that favours real-time content also makes Facebook Live more desirable than Twitter’s Periscope. We’ve also seen spectacular growth on Facebook. Thanks to its sophisticated ads offering. And while the arrival of VR and AR has been a hot topic recently, brands could do worse than to invest in chat bots and AI.

Likewise, it’ll be interesting to see how Mark Zuckerberg repositions Facebook Stories after what has been a slow start. Something tells us they’ll bounce back.

Did you know? 51% of people in the UK engage and create on Facebook vs. 13.8% on Snapchat.

Twitter is where news breaks first

Twitter has experienced its share of tumultuous times in recent years.

Even so, its reputation for as the platform for breaking news and viral trends has been its saving grace. Despite the news, Twitter remains a crux for content creators.

Where we have always seen real value in Twitter is through mass networks of engaged social media communities and pages.Under the guise of these pages, brands can harness virality through content and ads that resonate with specific audiences.The backlash against YouTube advertising has also made Twitter a worthwhile platform for hosting native ads through a network.Likewise, it makes sense to have a presence on Twitter for customer service and communication.

Did you know? Customer satisfaction increases by 20% when a brand uses Twitter for customer service.

Snapchat is the insular generation’s platform of choice

Despite efforts to clone the platform, Snapchat remains a favourite among young people.Its popularity makes it an obvious choice for all millennial/Generation Z brands.In particular, Gen Z are more insular and considered with what they broadcast online. Snapchat’s ephemeral features favour privacy.With this in mind, brands have an opportunity to make use of dark social, to tailor content to a select audience.Moreover, the beauty of dark social is the ability to create a sense of FOMO (fear of missing out), while also building a highly engaged following.The good news is that platform has bounced back from its pre-IPO turmoil and is in much better shape.

Did you know? Customer satisfaction increases by 20% when a brand uses Twitter for customer service.

Instagram is leading the way with image-based social

April 2017 marked five years since Facebook’s purchase of Instagram.

In that time, the platform has grown from 30 to 600 million users – it’s a success story of sorts.On the outside, Instagram is a photo-sharing app that allows users to turn their images into masterpieces.But there’s much more to the platform than filters. On a deeper level, Instagram is reflective of a continual move to a more visual social sphere.

Research suggests that Gen Z communicates and responds to images more than text. Instagram Stories, like all other Stories features, has revolutionised the status update and continues to do so. With image recognition not so far away, the social sphere is predicting big things from Instagram. By March 2017 Instagram users had shared over 40 billion photos.

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