So what is the future for social media?  Well, it seems daunting to try to predict the future even more so if you consider the exponential growth of technological innovation so I am going to try to look at the year ahead.   In the article “5 Trends That Will Transform Social Media in 2017”  it is suggested that  66% of adults globally, log on to Facebook every day.  It is clear that social media use continues to advance and using it to advance your business is also critically important.   Other things to pay attention to: Not only is social media usage continuing to increase it is doing so across all demographics. Employees are going to increasingly be encouraged to share business updates. People want real-time “real-time” updates. Increasingly there will be an expectation from consumers for even quicker responses to their inquiries. Decisions will be increasingly driven by analytics.  Social analytic tools continue to get more powerful and can provide valuable information even to beginning users of social media.  On this point, it is important to reflect on the data that is driving decisions.  In the article”  Are We Mining Data Instead of Answering Questions”, it is suggested that the biggest challenge in the big data world is understanding that data analysis is not the same as answering questions.  There are nuances in social data that compliment pure data in understanding what the data is saying.  For example counting the number of likes of a particular post is interesting but if the individual responds with a like and also says “because there were easy to follow lessons” that provides added value. Social video content is important and will only get more important going forward.   I would add to this list in that I think there is a lot more opportunity to use social media for collaboration particularly between businesses and between organizations.  Consumers want to have the full range of services available to them conveniently and are expecting organizations and businesses to be working together to provide that service to them. In the article “From Social Networks to Collaboration Networks:  The Next Evolution of Social Media for Business”, the author argues that the biggest opportunity for Social Networks is the opportunity for collaboration.   These collaborative networks breed co-creation, and most importantly the culture of collaboration.  “The new generation of Millennials and Generation C  (connected, computerized and community oriented) have… Read more »

Starbucks is one of the most recognizable brands in the world. Founded in 1971 in Seattle, WA (USA), the brand has built a strong reputation worldwide since its debut. With nearly 23,500 stores around the globe, the American coffee corporation has expanded its brand with specialty coffees, an increasing market since the late 1980s. Whether you are more of a frappuccino, espresso or latté kind of consumer, the brand carefully listens to its customers and constantly develops new products to make us want another cup of that black elixir. There is a product for everyone at Starbucks, and the company makes sure we are aware of it… With millions of dollars invested in publicity, its best brand ambassadors are still its loyal fan base. Everyone knows the in-store customer experience is pleasant with nice decor, good smell, attractive food displays… now let’s take a look at how the coffee company is extending the experience online by engaging with its customers.