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Five Big Social Media Trends for 2014

by Aaron Everson  |  
January 8, 2014

2013 was a big year for social media as more organizations than ever turned to platforms such as Facebook, Twitter, Instagram, and Pinterest to learn from and engage with their customers. As we enter 2014, it's important not only to look back at the past year to determine what worked and what didn't in social but also to think about the year ahead: What major trends will persist, which new ones will arise, and how can social marketers make the most of the changing landscape?

Social marketers should keep in mind the following five insights to help their brands and organizations prepare for and succeed in 2014 by connecting with customers.

1. Clever, smart marketing is more important than ever

Recent trends have forced brands to compete for consumer attention unlike ever before. Audience behavior is fragmenting, people's personal and professional selves are merging, and there is a tremendous shift in how consumers make purchase decisions.

To successfully address those changes, brands must first understand their audience. Despite the ability to pull all kinds of customer data, many brands fail to uncover meaningful audience insights. Making use of customer data allows brands to determine their audience's preferences, and, accordingly, how to effectively engage them.

In addition, increasingly marketing must come from a place of helping, rather than selling. As we move into the New Year, we'll see brands continue to focus on content that's useful rather than solely promotional.

2. Social data will guide the future of relationship intelligence

Millions of actions are taking place on social networks every minute, presenting both a challenge and an opportunity. The challenge lies in actually analyzing and developing meaningful insights from the data, to take advantage of the great opportunity to learn and strengthen customer relationships.

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Aaron Everson is president and chief strategy officer of social relationship platform Shoutlet.

LinkedIn: Aaron Everson

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  • by krishinc Thu Feb 6, 2014 via web

    Nowadays tends of Social media was consistently increase. This article says that you need smart and clever marketing, social media help you as a guide, social business integration is very important.
    Excellent post , thank you

  • by Derek M. Thu Mar 27, 2014 via web

    Not to downplay social media's place in any companies marketing strategy, but I take strong exception to authors that misrepresent facts to further reinforce the point of there articles. I would take opposition to this misleading fact; "Altimeter found although 78% of companies have a dedicated social media team". It likely should have been phrased, "78% of companies SURVEYED..." I would say that by and large, if companies have a Marketing person they are likely engaged with social media tactics of some sort, but to claim that it is there focus (let alone have a TEAM to handle that responsibility) is an egregious error. I would like to see a statistic out there showing how many IT departments within organizations actually allow access to social media sites such as Facebook or Google+ through there network. I personally know that my company blocks access (with exception to myself in Marketing and a few Sales Managers). Again, social media has its direct customer engagement benefits and SEO rewards from SE's such as Google... HOWEVER in my humble opinion it's still a landscape that is dominated more by B2C orientated AND even more geared toward "internet marketing services/specialists/agencies" marketing efforts and strategy.

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