From serving as a platform for social connections to becoming a diverse arena of perspectives and opinions, social media has significantly altered the dynamics of how newsrooms and influencers engage with the world in 2013. With the widespread adoption of affordable smart devices, this transformation is poised to expand even further.
In the bygone era, merely having a Facebook profile was considered a mark of social activity. Presently, the youth actively utilizes platforms like Facebook, Twitter, BBM, WhatsApp, and a myriad of apps on PCs, mobile phones, and tablets to connect with friends. This amalgamation of sociology and technology has evolved into a potent medium for public interaction with the government, prompting policymakers to engage with the “aam aadmi” (common person) for a more robust connection.
The year 2013 witnessed social media pushing the boundaries of expression, from the aftermath of the December 2012 gangrape in India to the inauguration of Pope Francis, tributes to Nelson Mandela, and the iconic “selfies” of Barack Obama and James Cameron. The new year is anticipated to witness a further proliferation of social media usage by political parties for election campaigns, especially targeting the youth demographic.
As companies spanning diverse industries, from salt to software, utilize social media to advertise products and services, analysts predict a continued expansion of this medium in the coming year. Advertisers are adopting an integrated cross-channel approach, bridging social media with traditional channels, while brands are leveraging it for customer service and support.
In response to the escalating concerns about surveillance and internet snooping, major tech firms like Facebook, Twitter, Google, Yahoo, and LinkedIn enhanced encryption to safeguard user data. Social media in 2014 is poised to witness brands recognizing the need for a new mindset rather than fitting digital into existing strategies. Marketers are expected to invest more in data capabilities to assess the performance of digital campaigns.
The year 2013 was marked by significant events in social media, such as Twitter going public, Snapchat rejecting a $3 billion offer from Facebook, and the rapid growth of messaging apps like WhatsApp and Line. Social media analysts anticipate a dynamic 2014 as individuals, politicians, and brands strive to enhance their social presence. Key trends include a focus on capturing consumer attention, the use of mobile and predictive tools, and the classification of users based on consumption patterns for creating innovative revenue models.
Mobile phones play a pivotal role, constituting about 40 percent of the time spent on social media, with expectations of further growth due to the exponential rise in mobile devices. The new year is poised to witness a continued shift towards mobile-based internet access and transactions, reflecting changing consumer behaviors.
