1) Organizations that are just now establishing a presence on social media platforms like Twitter, Facebook or LinkedIn will face significant growth challenges. It is much harder today to get people to subscribe, like or follow on any social media platform, especially the established ones. There are many reasons for this, including the fact that there are a lot more platforms, apps and tools competing for people’s limited time and attention now than there were five to ten years ago.

2) It’s harder to get people’s attention and engagement. This is especially true as platforms grow and mature. Many if not most posts will get lost in the volume of noisy activity coming through people’s feeds, and those that do manage to grab some eyeballs are less likely to garner much reaction from them.

3) Social media is no longer “free” (not that it ever really was). As the platforms have evolved into companies looking for revenues and profits, they have adopted advertising-based monetization models that increasingly mean you gotta pay to play. Yes, it’s still possible to participate without having to fork over cash, but most organizations won’t reap significant benefits from that.