Companies all over the world are either deep into their digital strategies and social media executions, or are at least starting to test the waters to see what all the fuss is about.
While both of these approaches are necessary and commendable to varying degrees, the problem lies in the fact that you need to recognize the landscape changes often and those who adapt succeed.
Social media is a world where nothing is static and you need to predict the future of the technology, industry and what your competitors are doing to stay relevant and receive that much needed return on investment.
If you’re a digital marketer, try thinking about where social media was two or three years ago. Did you know about Pinterest or Vine, and they would burst onto the scene as another digital marketing tactic?
Did you anticipate the changes Google would implement putting even more emphasis on social media? It’s okay if the answer is no, but going forward there’s real value in knowing what is coming around the bend.
It’s a medium constantly in flux. Organizations who were part of the first wave of Vine enthusiasts were rewarded. The onus is on you to be the first to jump on the next wave.
Remember you also need to predict what will drop in popularity going forward. Will Pinterest lose some of its steam or perhaps Google+ becomes the most popular social network in North America?
Strategically, you can’t surround yourself with psychics and fortune tellers. Instead, you have to monitor the industry and get your feet wet in different networks and technologies. Standing on the sidelines will not suffice.
Ask yourself this, the organizations that were the first to succeed on a new network that is grossly popular today…what drove them there first?
Nothing is outside the realm of possibility when it comes to social media. Drive the bandwagon and try to get off before the other passengers do.