Consumer behavior is changing and social media is becoming increasingly relevant for individuals and organizations.
As the social media landscape expands and evolves, Facebook maintains its leadership despite IPO pains and mobile weakness.
Twitter at #2 is becoming a curator and potential media company while Google+ is becoming Google’s SoLoMo layer.
Newer players differentiate and create niches of their own, or seek exits. Despite the “success” of social media, public market investors are skeptical but social media’s impact on human behavior is undeniable.
Mobile is becoming the “first screen,” SoLoMo is growing in adoption, influence and importance and the SMMS industry is consolidating. Social media, and social advertising, is no longer a playground but a priority for major brands.
While marketers continue to experiment, efforts are much more strategic and studies are starting to show connections between leveraging social paid, promoted, owned and earned media, and changes in purchase intent. Ultimately, the social media opportunity lies in enhanced customer experiences.
Note: This presentation is a 2012 mid-year update to the original “State of Social” presentation by Esteban Contreras.