1) The Rise of New Social Media
Facebook, Twitter, YouTube, Instagram and LinkedIn are still the most famous social platforms, but they are not the only one. The list of new social networks include Ello, Dropon or Yik Yak, just to name the most popular. The fragmented social media environment represents a serious challenge for governments and international organizations looking to find the right voice for their audiences in the right social platform.
2) Steady Shift towards Mobile Social Media
With marketing experts projecting that more than one billion people in 2015 will access the Internet only through their mobile devices, focusing on mobile social media will be fundamental. Geo-targeted and mobile optimized content must be an indispensable component in every digital strategy at global level.
3) Visual Language Still Dominant
With the popularity of apps like Snapchat, Vine, Instagram, and Pinterest, visual elements will continue to play a key role in social media. According to Forrester, in 2014 Instagram saw four times more engagement than Facebook and Twitter. Practice confirms that posts or tweets with images typically do better than posts without. For this reason, governments and international organizations must adapt and create a visual social media strategy in order to promote their content and increase the engagement rate.
4) The Continued Rise of Paid Social Media Advertising
The organic reach of Facebook will likely continue to decrease and, according to some experts, in 2015 will be lower than 1%. If governments and international organizations really wants to get more mileage from their social media efforts at global level, then it would be wise to consider paid social media advertising on different platforms such as Facebook, Twitter and others. For diplomacy, in particular, this trend implies new skills and innovative approaches.
5) Social Media Intelligence
A key component of efforts to optimize the social media presence is tracking the performance of the content strategy. Governments and international organizations have to develop new systems to effectively assess their social media performances and look how they contribute to achieve their strategic goals. It will be fundamental learning how to leverage the metrics, analytics and data that technology has made possible to track in order to reach and engage the potential audiences.
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