If you thought social was a fast-moving space before 2018, the turbocharged changes we’ve been experiencing this year may have left you at the very least confused and, at worst, lying in a dark corner in the fetal position. I know I’ve had my moments.
Cambridge Analytica, GDPR, executives in front of Senate committees, fake news, irrelevant content: all these have shaken social media to its core and created something I’ve come to refer to as “social skepticism.”
The public is skeptical about whether their privacy is being respected. Marketers are skeptical about how to measure their return on social investment and, as a result, how much of their marketing mix social should command. And now brands, agencies, marketers and consumers alike are pressing the pause button while they assess this new social landscape.
