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Social Media Scene: It's Time to Reassess Your Social Media Goals

By Keith Ecker

We have reached a certain level of maturation within the world of social media. Some social networks have thrived, while others have floundered. Google+, despite its initial buzz, has proven to be a bust, marked by high-profile personnel exits and service uncouplings, including YouTube. Meanwhile, Twitter has been faltering as of late, with reports that revenue is shrinking and users are becoming disengaged.

At the same time, newer platforms, particularly Instagram and Snapchat, are gaining dominance, due in part to a younger demographic that appears to be more enticed by filtered images and short videos than text and links to articles. In fact, as of this writing, Snapchat boasts 100 million daily active users, though it is estimated that only 18% of U.S. social media users are on the platform.

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