Is 'social media' becoming more 'social' and 'less media'?
With the rise of new types of social platforms like WeChat/WhatsApp, SnapChat, Secret etc. we are seeing some trends for social media that include a shift from PC to mobile and a shift from public discussions to private discussions which may be inaccessible to marketers. We may also be seeing consumers spending less time on 'mainstream' (aka uncool) platforms like Facebook (where parents and grandparents hang out) to more niche platforms (and often more than one).
Is social becoming more private? Is social becoming more fragmented? And what does this mean to marketers who use social to listen/understand their consumers and engage them?
I don't have all the answers...but hoping that together we can check/refine my hypothesises and discuss implications for marketers.