5 Social Media Learnings from 2013 and Predictions for 2014

1. Facebook loves changing things up — whether it’s the newsfeed algorithm, contesting rules with third-party apps, the 20% text rule, or the UI for DIY Facebook ads. Don’t think this is changing anytime soon! Now that FB has shareholders to answer to, know that change is the only constant to keep that money flowing. Predictions: (a) Big brands start to pull out or level off their Facebook Ad spend while late-adopter brands keep the FB ticker growing. (b) Brands produce more engaging content at a lesser frequency and “boost” or “sponsor” every post to ensure reach/impressions.
2. Instagram is cooler than it was a year ago. The visual web continues to grow AND you can now shoot video and DM to your friends. What will Facebook do in 2014 to ruin the IG? Hopefully they keep Kevin Systrom at the helm and let him do his thing. If it ain’t broke… try to crush Vine? Prediction: Instagram ads backlash is quashed in 2014 as users engage (double-tap ❤) with “sponsored” photos at a higher rate than any other social platform.
3. Twitter is doing some really cool stuff with its advertising platform — I expect a big chunk of social media ad dollars to shift to Twitter as brands start to really stress engagement, which is where Twitter ads do their biggest damage. Predicition: As zip code targeting and TV show segmentation evolve on https://ads.twitter.com/ look for this social media giant to cash in with 2x the ad spend in 2014 (especially after the 2013 IPO).
4. Jumping on the #hashtag bandwagon — know any really big social media companies founded by a Zuckerberg who recently became of fan of the #SeattleSeahawks or maybe the #FSU Seminoles? Hint: It wasn’t Twitter, Instagram, or Pinterest. Welcome to the party, #Facebook. The jury is still out on whether #hashtagging will help, hurt, or alienate your social media reach/impressions (eyeballs) but don’t think these annoying little hyperlinks are going away anytime soon. Prediction: 70% of all 2014 Super Bowl ads include some sort of hashtag reference.
5. Brands are doing a way better job of using their social channels for customer service, but overall we’ve got a long way to go. One of my favorite examples of a brand that “gets” social media and is doing it right = American Airlines. These guys are legit with 17 (may more now) internal people on their social team. Ask them anything here and you’re 99.9% likely to receive an awesome and probably witty response: https://twitter.com/americanair. Prediction: Customer service and thus customer retention will play a bigger role in measuring social media ROI in 2014.