In 2015-16, roughly four-in-ten adults across the emerging nations surveyed by Pew said they used social networking sites, and as of 2017, a majority (53%) use social media. Whereas, over the same period, social media use has generally been flat in many of the advanced economies surveyed.

Internet use and smartphone ownership have also stayed level in developed markets over the same period vs rising in emerging economies.

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Today, seven out of 10 Americans use social media. Despite the opportunity (and in spite of the lip-service paid to social), more marketers are skimping on their approach. Reposting 30-second TV spots to YouTube and uploading billboard or print ads to Instagram are commonplace, and a detriment to your brand.

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According to the same Kaplan survey mentioned above, the percentage of college admissions officers using social media for admissions criteria went down from 40 percent in 2015, to 35 percent in 2016, to 29 percent in 2017. Students seem to be making it more difficult for college admission personnel to check them out on social media.

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Why would these companies pay when so many of us are willing to do it, as you say, for free? When big tech wants the public to generate a new set of data for them, they design a fun new device designed to train us to do it. And we pay them for the privilege! More and more people have either the Apple, Amazon, or Google home assistant, which we know is already recording our passive conversation for use in improving each company’s voice recognition software and AI.

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The biggest mistake people make when promoting their brand, company or even themselves on social media is thinking that simply posting is enough. However, that’s far from the case. Managing a Facebook, Instagram or Twitter account means having to strategize ways to keep your current audience captivated, while simultaneously attracting new users to your page.

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Every social media network relies on certain metrics to measure their social media success. Each of these social media metrics plays a critical role in the modern marketing strategy. Global brands utilize social media marketing tools to engage their customers effectively, informing them about the products and services accurately and with better relevance. Companies not using social media analytics for their marketing campaigns find it harder to connect to their online customers, leading to a vortex of unaligned marketing campaigns.

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Blockchain has gained increasing popularity over the past year. Having begun as the technology behind cryptocurrency exchanges, it has now shown promise in almost every other sector of the economy as it’s a secure, reliable and tamper-proof way of recording transactions and exchanging data.

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A US law gives parents control over what information websites can collect from their kids.

The Childrens Online Privacy Protection Act, or COPPA, imposes certain requirements on operators of websites and online services -- including social media sites -- so that personal information from children under 13 is not collected, disclosed or used without parental consent.

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Shares of Twitter Inc. and Facebook Inc. endured a surprise rout this week, as investors were rattled by signs that users are souring on the social-media stalwarts.

Twitter said Friday that its number of monthly users dropped in the second quarter and could continue to fall as it purges fake accounts, results that echoed Facebooks bombshell guidance Wednesday that its growth is expected to slow through the end of the year.

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The societal and psychological consequences of social media in the information age are emerging slowly. The consequences of the headline-grabbing examples above are fairly obvious, but other implications might not be as immediately apparent.

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If you want better customer service -- and who doesn't? -- there are strategies, and there are social media strategies.

Like many consumers, Ryan James, has discovered the latter lately. When he needed to arrange a wheelchair for a recent flight from Budapest to Montreal, he skipped the phone just tweeted to Air Canada.

They were so responsive, says a James, college professor from Budapest. Problem solved.

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Social media has been a rising player in the digital marketing game for so long now that many are wondering when it’s going to start losing steam.

The answer to this question? Not anytime soon.

People are in love with social media platforms.

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As social media use has risen, I am not surprised that reports show a growing trend among millennials to trust influencers less and less. The hype, bragging and self-aggrandizing make it hard for any of us to believe it is authentic. While there is no harm in a little bragging, Harvard Business Review reports that too much of it or the wrong type of bragging can hurt your chances of getting a job, being trusted or being liked by strangers.

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The one constant about social media is change, so it is a good practice to step back once in a while and ensure that your companys strategy is still current and effective.

As we enter the second half of the year, it is time to take stock in the social media strategy that was probably developed in late 2017 or early 2018. Is your company up to date on all of the social media platform changes? Do you know what is working and what is not?

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The conventional thinking is that social media conversations about brands are representative of broader consumer sentiment in the overall market. However a new study from Engagement Labs, appearing in the Journal of Advertising Research, finds online discussions and sentiment are not necessarily predictive of offline brand outcomes.

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Keeping tabs on the rich, famous, and just-plain-cool is nothing new, of course. But social media can take that fixation to a pretty dark place. The feeling is common enough that some doctors are calling it social media anxiety disorder (SMAD) – although what most kids have is more like FOMO ... on steroids. While it is tough to see your kid in despair, there is a good solution that doesn't require an all-out social media ban: Just help your kid clean up their feed.

Self-comparison is a natural part of the tween and teen years. And for most kids, so is social media. While there are plenty of good things kids get out of their online connections, sometimes the combo can lead to a negative feedback loop that gnaws away at them.

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However, with the help of digital tools such as Hootsuite and Google Analytics, tracking social media is a little easier. These tools make it simple to measure engagement, likes and comments. Where people run into trouble though is measuring the actual sales that come from social media. In fact, a whopping 58 percent of brands say they measure engagement but not actual conversions; only 21 percent say they measure conversions.

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However, social media marketing efforts can span far beyond the core four: Facebook, Twitter, Instagram and LinkedIn. In fact, these popular platforms see such high users yet have such stringent algorithms that it can be hard to ensure your followers see your organic content, much less that your content helps you capture new consumers.

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Every social media has two sides — bright and dark. It can either be a help or a hindrance depending on the way how students use it. It is a known fact that social media is being used for hiring, as an educational and entertainment tool.

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Take time to organize your social media updates and create a social media calendar before you schedule them.

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To excel at social media, you must be a social media expert, right? While this is true in some respects, having narrow social media knowledge can also be limiting. A social media-only focus can actually hold back your social media strategy from reaching its full potential. You are building more than a social media presence -- you are building a brand. Social media is not an end unto itself. Vanity metrics -- followers and likes -- may be early indicators of good content, but the true test of social media is business impact. Management will eventually stop paying for social media activity that does not lead to bottom line action.

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Times change. People change. And that means you need to change too — here is how to establish your digital presence quickly and efficiently

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Some social media-content is easy to evaluate. Cute cat pictures? Great. Helpful how-to videos? Perfect. Unfortunately, parsing posts gets a lot more complicated when the content flowing through the tubes of social media involves news. Earlier this week, the House Judiciary Committee brought in representatives from Twitter, YouTube, and Facebook to discuss the companies policies and practices for evaluating and moderating content (mostly political in nature) and the internet scourge that is fake news.

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Thousands of years ago, clans gathered around fires to share their days experiences and to tell stories that established group norms and shaped social organization. Today, the fires embers have been replaced by the glow of internet-connected devices, but the communal exchange of stories and perspectives remains a fundamental force in social development.

From a business standpoint, a few important differences emerge from this evolution. Social media users can now publicly discuss their experiences with brands or products, forming large coalitions of interest that exert vast social pressure on brands and other organizations. From the presidential election to the newest cereal, everything is now a matter of public interest.

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This month marks the fifth anniversary of the #BlackLivesMatter hashtag, which was first coined following the acquittal of George Zimmerman in the shooting death of unarmed black teenager Trayvon Martin. In the course of those five years, #BlackLivesMatter has become an archetypal example of modern protests and political engagement on social media: A new Pew Research Center analysis of public tweets finds the hashtag has been used nearly 30 million times on Twitter – an average of 17,002 times per day – as of May 1, 2018.

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Content is still king.

Today’s best social media strategists focus on aggregating content on their platforms. They elevate their own brands through collaborations with others, leveraging their content, while also minimizing operating and production costs. And the better your reputation for social media excellence becomes, the more users you will find who are willing to work together for little-to-no compensation.

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Every marketer today wants to make their brand presence felt. That is the reason why social media is being leveraged on a big scale.  Whether one owns an established business or a startup, social media marketing is something that everyone is using to reach and communicate with the customers. Doesn’t it make sense to be in a place where the crowd is? One often comes across some social media marketing activities that fail. While, on the other hand, some Facebook and Twitter pages become popular than the others. Many times, marketers observe that their competitors are doing better than them in social media marketing!

Everybody does make mistakes. How can social media marketers be any different? But the fact is, making too many mistakes can see the followers dwindle and their count drop. Indeed, it does affect the revenue of a business. As with all mistakes, the first step is understanding and becoming aware of them. It then becomes easier to avoid them in the future.

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Talent drives engagement when it comes to posts from social media accounts owned by TV shows and networks.

According to Nielsen, which earlier this year started measuring Owned Account Performance as part of its Nielsen Social Content Ratings talent accounts generated almost 20 million engagements for their associated TV programs.

That represents about 30% of all owned engagement for series and special programming.

For a three-week period during this year’s fall series premieres, Nielsen Social Content Ratings measured over 160,000 pieces of TV content and over 250 million engagements coming from thousands of active owned accounts.

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In recent years, social media platforms have evolved from simple communication channels to full-blown news and entertainment hubs. From Facebook Watch to this years innovations like IGTV and Snapchat’s Story Ads, social platforms are stepping up the game to keep its users engaged and entertained -- and your company should not be too far behind.

If you want to keep up with the latest social media trends, you will have to reevaluate your strategy with an eye toward the future of this ever-evolving industry. Below, Forbes Agency Council members share 13 ways to step up your social game in 2019.

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Every parent that has a teen or a preteen should have both Snapchat and Instagram on their phones. If their child uses those applications, you should follow your child on those applications and I think having constant conversations with kids about responsible social media use is important, said Haase.

If they want their child to use social media responsibly, Haase said the parent needs to model good social media behavior as well.

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Tip:
A good social media manager will be able to adapt to your brand’s voice and understand how to connect with your ideal audience on social media.

Is this person capable of managing multiple channels?
If you want your business to make a big splash on multiple social media channels, you will need a social media manager who can juggle multiple different accounts. An effective social media manager will not rely just on a sharp memory and good multitasking skills; this person should be familiar with the tools that will make his or her social media management more productive.

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Social media is a crucial component of any small business marketing efforts. When done well, a strong social strategy helps you connect directly with your customers, and can even create some free publicity along the way.

For all of social media's advantages, there are pitfalls as well. The internet can look like a cavalier place when it comes to copyright rules, but there are plenty of no-nos that you need to follow if you want to stay out of legal trouble.

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Of the more than 7 billion people on Earth, the number of mobile phone users is approaching 5 billion devices, while toothbrush ownership is closer to 4 billion. Indicating that both marketing of technology and public health have great disparities, but also that leadership in health care are not executing on their brands, social media or marketing. But in the U.S., hospital identity and health branding are paramount for success in a community. By listening to patients, getting feedback on wants and needs, and creating new incentives to engage individuals, increased revenue, greater trust and improved health might be achieved.

Here are 10 surprising things to keep in mind when health care and hospital leadership plan marketing efforts for 2019:

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We have brought together some of our favorite hello 2019 images in order to honor the coming year, which will bring with it plenty of joy.

The beginning of a new year brings with it plenty of hopes and dreams that could completely change the course of your life for the better if you discipline yourself, put the work in and try your hardest to make those changes happen. In the long run, keeping your New Years resolutions could be the thing that helps put everything into place for you.

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After suspending Cambridge Analytica from its platform in March, Facebooks data management issues remained the lead social media news story throughout 2018. The companys constant stream of user privacy challenges left little space for other social platforms to make waves — but, some still managed. Twitter put its focus on election integrity and performed a massive purge of bad user accounts. While Facebook and Twitter focused on cleaning up timelines, Snapchat, Pinterest and LinkedIn continued to build out their ad offerings.

Nearly all platforms released new political advertising policies, and you could not open an app without bumping into a Story. (In fact, now that Snapchats original concept has made its way to Instagram, Facebook and YouTube, the real question is why does not Pinterest have them?) In its spare time, Facebook did its best to recruit more video creators, YouTube gave its creator base more monetization opportunities, and Instagram launched a video platform. Not to be left out of the mix, Reddit wrapped up its first major redesign in over a decade.

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Social media sites and apps are constantly changing and evolving to match the needs of their user base — for good, and for ill. Whether its Facebook Watchs new shows actually making it worth using, or Snapchats reviled redesign, social media changes can be a polarizing topic for the millions of people who use the sites every day.

But sometimes, the changes just raise the whole site or app a bit, and make the experience of using them better (or mercifully less tedious). These are the best social media changes we saw this year.

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Those viral videos really are giving you all the feels.

New research from the Netherlands suggests that we mirror the emotions of those we see in videos.

Tilburg University researchers studied more than 2,000 video blogs (aka vlogs) on YouTube, focusing on the more popular channels with at least 10,000 subscribers. They analyzed the words and emotions being expressed by the vloggers in their clips, as well as the emotional language of the online comments left by people who viewed the videos. And they found that when a YouTuber posted a positive video, the audience responded with more heightened positive emotions; but if the video broadcast negative emotions, the audience responded in kind.

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There are very few industries these days that change as quickly as social media. Every new discovery or algorithm update has the potential to shape the future of how we connect with each other and our clients. This past year has been an exceptionally tumultuous one for social media networks, even for an ever-changing industry. We have seen a huge paradigm shift in social media in 2018 toward consumer awareness and expectation. It’s bound to have a major effect on how brands will connect with their customers through social media in the future.

As we wrap up the year, lets take a look back at what has changed in social media in 2018 and how it will impact social media marketing strategy building in 2019.

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Brands were more creative than ever in their social media posts this year and connected with audiences by raising awareness of social issues, according to social media analytics company Unmetric.

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Contractor complaints and safety concerns with smartphone apps were among what the ABC 7 I-Team found to be the top three consumer complaints in 2018.

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Ever since it started existing, governments have had a love-hate relationship with social media. Predictably, the romance starts to sour when social media contains criticism of the government as it often does and the affair blooms when the opposite happens, in particular when sycophancy takes on gargantuan proportions. In our particular case, only days before the elections, we have a peculiar situation where social media is being manipulated with the seeming intention of bringing about a certain outcome in the polls.

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Asking if social media makes you lonely and depressed is a little like asking if eating makes you fat. The answer is yes, absolutely, but not always, not in everyone, and not forever.

Social media use is fine in moderation. But as with any diet that tilts heavily toward foods that lack nutritional value, an excessive intake of social media may be bad for your health.

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The Internal Revenue Service (IRS) is looking to get its hands on a product that will help its agents investigate tax dodgers who have set up shop on social media, according to a request posted to the federal government’s procurement website, FedBizOpps.

The post indicates that the IRS, whose under-equipped enforcement agents ferret out financial crime related to the tax system, is looking for a new way to investigate potential tax cheats based on their social media usage, citing as one example the ubiquity of online stores. The IRS currently has no formal tool, it says, to comb through social media feeds.

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Social media can be intimidating, especially for more private individuals. But if your business does not have a social presence, it can actually hurt your reputation and hinder your growth.

While you must manage them carefully, your social media accounts give you the power to engage directly with customers and build your personal brand while promoting your business. Below, 10 members of Young Entrepreneur Council share their social media suggestions for introverted business owners.

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Every company marketer posting on social media is curious about the best times to post their content. While each audience is unique, having a rule of thumb can be extremely helpful when you are first starting out. Sprout Social recently published the results of their Best Times to Post on Social Media: 2018 Industry Research, a report which includes preferred time slots for the big 4 — Facebook, Instagram, Twitter, and LinkedIn.

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Most modern businesses understand the importance of using social media to promote their brand and interact with consumers. Indeed, social media is at the core of many companies’ digital strategy, often delivering measurable results in terms of sales, leads and customer service. That said, there are many social media mistakes that we see time and time again: strategic errors that leave leads on the table and opportunities unexplored.

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Carmel Fire took to their Facebook page to notify people that they should not be putting their own spin online regarding situations like Wednesdays explosion at the high school. CFD went on to add that people were posting pictures of patients and minors from the scene.

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Entrepreneurs who are cheating taxes with online stores, beware: The IRS is looking for new ways to catch suspected tax cheats over social media.

Specifically, the IRS wants a new tool to help it check public social media feeds and websites for details on people already suspected of not complying with the tax code, the tax-collecting agency said in a Dec. 18 request for information from vendors.

Social media could provide investigators with a treasure trove of data, showing where taxpayers live, what they drive and what they are selling online. That data could be useful to the IRS as it tries to catch people cheating on their taxes — if the agency can figure out how to collect and use it without running afoul of its own internal rules.

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Hootsuite, the master of everything social, has released a report detailing its predictions for the future of social media trends in 2019, and it is a must-read. After surveying thousands of customers and consulting with several top-notch market research firms, Hootsuite has distilled some crucial information and understanding for every business owner, large and small.

The information they reviewed covers just about anything and everything one could think to ask about when it comes to social media, from the best way to channel customer service to big-picture ideas for customer relations overall. The top social media trends for 2019, then, can be understood very specifically, and very broadly.

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This past year, many people deleted their social media accounts following revelations about privacy violations on social media platforms and other concerns related to hate speech.

As people adopt their resolutions for the year, it is likely that many more will reconsider their social media use.

However, as a scholar of social media and religion, I would argue that rather than just stop using social media, people could use it to improve their overall well-being. Here are three ways to do so.

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