The Future of Social Media

The enterprise of the future (whether private or public sector, large or small) will use social media extensively as a normal part of its day-to-day activities. Just as communication with social media is becoming something that we take for granted in our personal lives, so too will it become normal in our work environments.

The increased use of social media in individual functional areas of the organization is expected to merge as it progresses. This will lead to increased opportunities for improvement, based on exploiting opportunities for organization-wide collaboration and sharing of information.

You’ve likely heard the phrase “Internet of Things” — or IoT — at some point, and you might also be scratching your head figuring out what it is or what it means. IoT – the current ‘buzz’ term for connected or ‘smart’ devices, refers to rapidly growing network of connected objects that are able to collect and exchange data using embedded sensors. The IoT is connecting more devices every day, we’re headed for a world that will have 24 billion IoT devices by 2020. According to a recent report from Gartner, Inc., the number of connected IoT devices is forecast to reach 8.4 billion by the end of 2017 – up 31 percent from 2016. Here are some examples: Wearables (Fitbit) – that sends data on your daily activity to online servers, which could then be viewed on your smartphone. Smart Home (Amazon Alexa) – that learn and adapt to your lifestyle, adjusting temperatures in the home for comfort or energy efficiency. Smart TV (Samsung) – that can stream music, videos or photos from online services or other computers in the home. It can also interact with other smart devices, for example, displaying content from baby monitors and security cameras. So chances are, if your using any of these connected devices, you’re already involved with the ‘Internet of Things.’ These devices show how IoT can add convenience to our lives, and ultimately offer us more control over the things we interact with every day. How IoT devices work – Connected devices typically connect to the Internet through a home Wi-Fi network and router. These connected devices can sometimes talk to other related devices on the same home network and act on the information they get from one another. People can interact with the connected devices to set them up, give them instructions or access data, but the devices do most of the work on their own. All of this is made possible by tiny, embedded mobile components that allow almost anything to become ‘connected’. They rely on the always-online nature of our home and business networks, and often process data online via cloud-based software where huge amounts of data from many different users can be analyzed together. Internet of Things devices have an extremely broad range of applications across almost all industries, other benefits across a range of areas include: Engineering – An IoT device in an engineering plant can alert maintenance personnel to an… Read more »

Mention the brand Adidas, and people all over the world will think of those three stripes. The brand is synonymous with style and sport, and Adidas has done an incredible job of breaking into both the athletic and personal style retail categories. So how does one of the biggest brands in the world ensure that it stays on top? The answer’s easy: social media.

Data collection and artificial intelligence can be very disconcerting to social media users. Regardless of how consumers feel about the common availability of their personal information, it is often unavoidable when one chooses to participate in online activity. There are many well-know negative impacts of the publication of personal information; however, there is an almost endless list of positives available to consumers when their information is made available to technology. Google’s ability to reroute drivers proactively in the case of an upcoming incident helps drivers get from A to B as quickly as possible. how does it work? It relies on Google’s ability to monitor the location, speed, and direction of travel of almost all drivers, anywhere in North America, by tracking drivers’ cell phones in a passive, undetectable manor. This is a great example of how personal information being made public, and it’s combination with powerful artificial intelligence software networks, can provide major benefits to those who can tolerate the risk.

Food Bloggers of Canada (FBC) is a business that works to help build the food blogging community in Canada. Some of the ways they do this by sharing the content of Canadian food bloggers on their social media platforms, running a food blogging conference, and connecting food bloggers with brands to create sponsored posts.

When our daughter was diagnosed with Type 1 diabetes (T1D) at the age of 17, our family was plunged into an unfamiliar and frightening world. Suddenly, we were learning about blood sugars, insulin-to-carbohydrate impact and hypoglycemia. Hardest of all was to watch her come to terms with having a life-threatening disease. To manage her diabetes, my daughter must measure her blood sugar levels throughout the day by pricking her finger and using a glucometer to test the resulting blood drop. Then she needs to calculate the amount of insulin she needs, based on her activity and carbohydrate intake, and inject herself with insulin four times a day. Sometimes, her blood sugar levels fall too low, putting her at risk of insulin shock, which can be fatal if not treated quickly. Of course, our family isn’t alone with this struggle. It’s estimated that more than 300,000 Canadians have T1D and, around the world, the number of children under 14 with T1D is growing by 3% each year. No one knows what causes T1D and, as yet, there is no cure. But thanks to a supercomputer named Watson, research into TD1 has taken a giant step towards the day when we may be able to predict and even prevent TD1.

Without doubt, the future of social media is growing, influential and ever-powerful. As the digital divide shrinks worldwide, more and more people are joining the billions of conversations taking place in the realm of social media. Social media is the place to be. Whether you’re looking to keep in touch with friends, find the latest trends, or learn about what someone thinks, social media is where this is happening! The world of social media is highly influential. People are turning to social media to learn about and get information on important topics, such as healthcare. Traditionally, healthcare was something that people relied on healthcare professionals, such as doctors, to learn about. With the advent of the Internet, and more recently social media, people are using social media to learn about healthcare. Social media has evolved beyond a platform used to share pictures and connect with friends. Social media is now a powerful influencer for healthcare and medical advice.  

Microsoft Corporation is one of the biggest technological companies in the world. So, when it comes to future development, they are always ahead of the game. Microsoft has integrated social media through the entire company and has even created social media management software systems. When it comes to their company, future development will only keep advancing because of the social media practices that have already been put in place.

The use of social media continues to grow at a rapid pace. Sometimes it feels like I just get used to a few social media tools and then all of a sudden, there are new ones to learn about and explore. Staying on top of all the possibilities can be daunting. I’m sure many of us wonder – what is the future of social media? Ash Read of Buffer, in an article “The Future of Social Media (And How to Prepare For It): The State of Social Media 2016 Report” describes three key social media takeaways to guide social media efforts for 2017 – focus on video, spend time on Facebook and use social media to pay attention to customer support. The article also focuses on objectives and challenges, insights for marketers, and social media role evolution.  

In 2005, Thomas L. Friedman wrote the best-seller The World is Flat. The book describes the world as a level playing field in terms of commerce, wherein all competitors have an equal opportunity. The book’s title is also an appropriate metaphor for the way many forward-thinking organizations are starting to view internal social media. More and more, we are seeing examples of how social media is being used to break down the silos of communication within an organization and level the playing field for everyone, from executive assistants to CEOs. Social media is opening the flood gates to free-form conversations about everything from business strategy to personal development to social advocacy. If social media is indeed the new world order for effective organizational communications, then, like Friedman’s book, that world looks increasingly flat.

Social media platforms are always looking for new and futuristic ways for their audiences to interact with one and other. Creating a social media platform that is more humanizing, more compelling and lifelike is exactly what Facebook is trying to accomplish. Oculus VR is an American tech company founded in 2012, by Palmer Luckey, Brendan Iribe, Michael Antonov, Jack McCauley and Nate Mitchell in Irvine, California now based in Menlo Park. It specializes in virtual reality hardware and software products. (Wikipedia, 2017) In March 2014, Facebook CEO Mark Zuckerberg agreed to acquireOculus VR for US $2.3 billion in cash and stock. In 2015, Oculus VR acquired Surreal Vision, a British startup focused on 3D reconstruction and mixed reality, stating that it could be possible for Oculus VR to develop products with the concept of telepresence. (Wikipedia, 2017) The company also partnered with Samsung to develop the Samsung Gear VR in November 2015, for the Samsung Galaxy smartphones. (Wikipedia, 2017)

Social Media Marketing has changed , more so then ever consumers are only communicating through facebook.  Today Facebook is one of the fastest growing, most well known, most trusted, and most valuable companies in the world. Its only rivals may be Apple and Google. .there are only 24 hours in a day, and the average person sleeps for 8.8 of them. That means more than one-sixteenth of the average user’s waking time is spent on Facebook.  – New York Times

Prior to Social Media one of the earliest types of advertising was through word of mouth followed by engraving or drawing images on a cave wall, those images told a story, and promoted ideas.   Early printing in the 15th (1401 to 1500) and 16th (1501 to 1600) centuries created a mark in advertising and companies were able to reach a wider audience. In the 18th (1701 to 1800) and 19th (1801 to 1900) centuries advertising was expanded to newspapers.   One of the first advertising agencies was set-up in Philadelphia in 1842 by Volney Palmer, the agency acted as a broker for newspaper space and later on they became a full service by offering ad-placement services and a full production that organized advertising by a target market and population.   In the 20th (1901 to 2000) century the radio was born and was part of a new era on advertising it offered a complete new way of reaching potential audiences. Followed by television which introduced a new type of advertising that was more visual than the previous advertising methods, by the end of the 20th century the internet was introduced to the masses and it became a valuable communication tool for businesses to advertise in a complete different way.   According to Visually technology and the use of Social Media and Internet has accelerated the pace in which people are able to connect, be engaged and be informed. Below is a list of the time frame it took for various modes of communication to reach 50 million users. Telephone: 75 years Radio: 38 years Television : 13 years Internet: 4 years Facebook: 3.5 years IPOD: 3 years Angry Birds Space app: 35 days   Many organizations still depend on word of mouth as the main form of communication mostly used in marketing and advertising initiatives. These companies are considered to be in the stone ages as compared to organizations that are using Social Media in a big way. A good example of a company that is using Social Media very well is FIFA.   FIFA was taken by surprise in the last World Cup in Brazil when 1 billion people attended FIFA’s Global Stadium, according to the current Deputy Head of FIFA Digital. Senior Manager – Social Media & Video, Alex Stone they began evaluating the data collected from the 2014 World Cup in 2015.   Based on the 2014… Read more »

Figuring out your content marketing strategy is, like many things, a bit of a dance: You make choreographed choices, pause, look backward, figure, and then move forward with a new set of designed steps, all in the spirit of wowing your audience and reaching the right people. This is certainly the case in figuring if and how social media will find its place in the future marketing strategies of organizations, across most industries. Deciding to ditch or dedicate your time to social media channels depends largely on assessing the successes and failures of its use in the past (and following suit with a similar or wildly different strategy, depending on your research findings). It also depends on your key objectives, goals, and measurable targets. Toronto’s Furniture Bank, a charity and social enterprise bringing gently-used furniture into the homes of people coming out of poverty, sees a hopeful future for social media in its overall marketing scheme in future. With goals to build brand awareness, strengthen relationships with partners over the social sphere, and market its charitable and industry events, the future is bright for social media in the context of this social enterprise. (Below: A personal story distributed on social channels on the impact of Furniture Bank’s work.)

Social media is spider-webbing into so many nooks and crannies of our everyday lives, it is a challenge to truly answer the question of “where is social media going in the future?” in a simplistic form. On one hand, the easy answer is, social media is going everywhere. For example, think of a recent time when you came across a product or app that you never thought of yourself and you say “ah…yes, that is a really good idea”…how many times has that included an accompanying app or tracking application? Social media is everywhere! There is nothing truer to that just described, to the wearables sector. From keeping a light eye on wearables through personal interest, I thought where Fit Bit and similar product is going was interesting; I also found Bellabeat, a women’s focused wearable of smart jewellery. I knew there was innovation and development, and I also knew there are apps that are built around integration with these devices. I thought looking at the future of social media through wearables would be interesting, but I had no idea how huge this space was. It was predicted (in 2016) that by 2020 that the wearables market will be worth $34 billion (Lamkin, 2016). This is up from a forecast in 2015 for the wearables market to be worth $25 billion in 2019 (CCS Insight, 2015).

It’s inevitable. The future of social media is going to be bigger and greater. I can’t say it is coming because it is already here, so if you are a business, company or person who isn’t signed up to one of the many social media platforms, you are already falling behind. So much happens on social media – the good, bad and ugly – but it is up to you on how you are going to use it and the contributions you are going to make to the greater conversations. People give social media a bad rap because there is a lot of negative that goes on with it, but truthfully, it’s how you interact with it, what you share, and who you interact with that makes the platform you choose really amazing. If you look for the bad, you’ll find it. If you look for the good, you’ll find it and hopefully be amazed at the power these channels have.

We’ve known this for a while now – humans have a need to be social.  They have a need to feel seen, heard and valued.  They have a need to connect with their fellow humans and a need to feel they are a part of something greater than themselves.  Social media platforms happen to be a perfect way to fulfill a lot of those needs.   Because of this, and the fact that it is open and readily available to anyone, it tends to attract people from all walks of life.  It is a mirror, reflecting back to us the behaviours, views, sentiments, predilections, fears, dreams, and values that are present in the collective human sphere at any given time.  Some of those things, when we see them, can cause us utter disgust.   Other things might inspire us to change, while others still might comfort us.  Social media seems to have become a very useful and valuable tool in self-awareness and personal growth. “Having knowledge of our strengths and weaknesses gives us the ability to use our strengths at opportune times and work on our weaknesses when we can. As we understand ourselves better, we can also understand others. Through this wisdom and understanding, we uplift each other.” 

“As more people use social media to tell the story of the future, the wants and needs of more people will be reflected” – Simon Mainwaring.  Although Mainwaring  is an award-winning branding consultant, advertising creative director, and social media specialist and blogger, no one can really predict the future.   Many people believe that Internet of things  will be an area of substantial growth.  Others have put much work in Artificial Intelligence. Although the future remains unknown, one thing remains certain – as technology progresses, so will advances in Social Media.

“The future is always virtual and some things that may seem imminent or inevitable never actually happen. Fortunately, our ability to survive the future is not predicated on our capacity for prediction, although, and on those much more rare occasions, something remarkable does come staring the future deep in the eyes and challenging everything that it seems to promise.”     Luke Robert Mason, Ethereal Summit, May 19, 2017, Brooklin, NY The purpose of this case study is to look at the future impact of social media on organizations. The premise is an expected progression of social media use integration with other integrated information technology–based systems will increase organizational performance. It is a popular opinion that despite enormous potential, most organizations have failed to capitalize on inter-stakeholder collaboration because the elusive but profound emotional factor, being able to trust partners without fear of exploitation, is an almost impossible obstacle to overcome in most existing business-to-business transactions today. The premise then is that the trust factor is likely to continue to be a hurdle in the future. The premise is that through social media integration, collaboration on improvements to product and process performance are possible at all levels and offer the opportunity for substantial benefits. The above are the premises behind the examination of the future impact of social media on organizations. Let’s first be clear: what social media integration platforms are being put forth to change the nature of knowledge work and management inside organizations? In 2016, products like Jive, IBM Connections, Salesforce Chatter, Cisco Quad, Microsoft Yammer, Google Apps for Work, Facebook at Work, Facebook Messenger, etc. were indeed being used to improve performance and foster innovation. In 2017, Slack for chat, JIRA for task and issue tracking, CONFLUENCE for wiki, and GOOGLE DOCS for document editing and management are being integrated rapidly in transformative technology businesses. Social software integration will become a vital tool for transforming virtually every part of business operations, from product development to human resources, marketing, customer service and sales – in a sense becoming the new intra-operating system for the twenty-first century organization. But what if it is already recognized there are clear limitations on today’s suite of tools? And what about that small matter of trust – just what are the economic issues (apart from the ethical ones) about the importance of trust in business? Let’s define trust as the expectation the other party will… Read more »

It is safe to say that social media is one of the most talked about topics currently in the world and it doesn’t look to be fizzling out anytime soon. Social media platforms have gone from a place to connect with friends and family, to a regular social tool for organizations to utilize and maximize the many properties and capabilities it holds. Technology is advancing at an astonishing rate, and there is no telling what a social media platform will look like or what the functionality of it will be in the future. For an organization like Metroland Media, they are already behind in terms of implementing any kind of social media, so if they do choose to move forward with it, it’s possible for them to enter the social media world at a very different and confusing time. The real question is, will they?

Recently I was invited over to my Friend Jeff’s for dinner. He mentioned that he recently had purchased a new VR (Virtual Reality) system and thought, while the kids were playing after dinner, the adults could take turns exploring his new toy. I was hesitant at first, as some of the POV video games makes me feel light headed and unbalanced. I’m not one to turn down an opportunity to try new technology, so after setting up all the proximity sensors, I slipped on the Oculus system and was immediately transported to another world. VR and AR (Augmented Reality) are two technologies that are changing how social media adapts and individualizes experiencesfor consumers. While the experience wasn’t tailored to me, I did get a first-hand look at how realistic the experience can be through VR. The individualization of experiences for consumers is setting the tone for new ways to use technology. One company in the hospitality industry that has done this is Marriott International. A massive hospitality and entertainment company. They have long been using social media to help drive business performance but they also use it to help create experiences for their guests. Listening to their guests’ needs helps Marriott ensure that the guests’ every wish is fulfilled while they are in their care.

You may have heard about Snapchat, the mobile app that allows users to capture videos and pictures that appear for a maximum of 10 seconds, and then it disappears. This instant messaging app created by Evan Spiegel, Bobby Murphy, and Reggie Brown became increasingly popular within a few months of its launch and is now a leading platform for social media. What is more interesting is how Snapchat itself uses social media in its day-to-day functioning. The increase of social media in today’s society has led to an increase in opportunities organization-wide collaboration and sharing information, which is exactly how Snapchat has taken advantage of social media. It ‘s hard to know how businesses will use social media in the future; however, there are a few predictions about how Snapchat will possibly use social media in its next phases of evolution.

Located in the Caribbean and spread out among many island nations, Budget Marine has a reputation for being a leader in the region’s marine industry. Budget Marine embraced social media as a sales and marketing tool over a decade ago.  It also implemented a social-media based intranet to encourage internal communications (Koerner-Gifford, Katherine (2017), Employee Involvement Key to Budget Marine’s Success, University of Waterloo Archive, May 17, 2017). As for the future?  To quote company founder, Robbie Ferron, “There is no turning back.  Period.”  (Kroon, Els, Robbie Ferron A Dynamic Driving Force for Thirty Years, All at Sea Magazine, March 1 2010) By means of this course, Budget Marine has been exposed to the ways in which it can better utilize social media to enhance business performance.

If your brand is not on Instagram, it should be. Instagram is beautifully simplistic and the most personal of the mobile platforms. It’s full of potential with people eager to connect with a brand on a more intimate and tangible level. Creating content for Instagram can be a challenge, it’s true. The importance of visual imagery is key to tell a brand’s story, any brand. Regardless of the industry, any company can create campaigns to utilize this platform to reach their targeted audience, sharing alluring imagery and creative captions. There are many companies getting it right, using this platform to share their story, their background, and their vision.

There is a continuing revolution of communication occurring in our midst called Social Media and many of us are scrambling to understand it, to use it effectively and to measure the real impact that social media may be having when so strategically employed. Social Media engagement at its best, opens up a dialogue with relevant, interested parties, where none might have existed before. These parties could be creators or consumers of the web communication, the employees who sustain the business being discussed or the customers who acquire the business product. These parties might also be the essential stakeholders in a critical supply chain whose contribution, although indirect to the business itself, may determine overall success of the enterprise. The participants may be passion player readers, influencers or activists. Social Media is affecting media business practices in a big way. Where is Social Media, as a new means of communications, going to go from here? There is little doubt of its continuing effect upon business. But will social media redefine business itself?  Will social media become the new lingua franca for generation Z and beyond, the primary means of marketing a service or product and then determining a virtual, then real value for the item in question? The question of language itself is important. As a language in its own right, the epistemological question asks whether the language will change the mind’s thought process rather than the process changing the language? Will Social Media ultimately alter human business perceptions and consumer consciousness? Social Media, in a political and cultural way, is certainly changing journalism and how writers now perceive their role and behavior in the American and Canadian marketplace of ideas. [The Tyranny of Twitter] There are also now, so many possible variations to Social Media that it makes sense that business and media people understand and are trained in its many facets. So, I decided to integrate a social media webmaster “teacher’s” thinking into the case study mix so that any musings on the future of Social media would include this element of the discourse. This week I have chosen to study the Corus – Global Media organization and to speak directly with a veteran journalist-social media expert and marathon runner Peter Hadzipetros, who now teaches social media in his role as web coordinator to journalists at Global Corus.  Peter began his career as a radio journalist but then intuitively… Read more »

Social media for business purposes has been a main staple of marketing for many years now. As each new trend and each new platform is released, companies have scrambled to be at the forefront. Over the years we have seen many success stories and many disasters come of social media, but the fact is it isn’t going to go away. Truth be told, social media advertising budgets have doubled over the past 2 years and ad spending has ballooned to roughly $35 billion this year, according to Hootsuite. The future of social media will likely require marketers to rethink their current strategy. The move toward instant, in the moment news feeds, augmented reality, and posts that will disappear after 24 hours are changing the way we view social media. Businesses will have to become adept at following these trends if they want to stay in the game.