Let’s travel back to a simpler time, shall we? It’s November 6, 2007, and Facebook has just launched something called Pages. Now, companies can have an official presence on the network, just like real people! The first day, 100,000 Pages launch, with brands from Coca-Cola to Verizon and Blockbuster getting onboard. In the years afterward, millions of companies raced to build up audiences they can reach directly and on-demand, through the sheer magic of social media.
Fast-forward to the waning months of 2016, and the magic is a little harder to feel. Certain corners of the social world have become uglier places, with some in the business world calling for a draw-down. But the pitfalls of political partisanship weren't the only things companies struggled to circumnavigate last year. From a more practical standpoint, it turned out that just having an audience on social media doesn’t mean you actually get to reach it.
And as we head into 2017, the fact that social media is paying ever fewer dividends to many brands and their marketers is becoming more apparent. So what comes next?