My contribution to 2014: What does it all mean? From DigitasLBi.
Social goes back to basics. In 2014 we’ll see a rise in the simplification of the big social platforms: Facebook, Twitter, YouTube and more. Ironically, as companies invest more in their social strategies, more of them will shut down or decrease their number of social accounts – merging Facebook pages, closing and signposting Twitter accounts. Global brands will develop solutions for use in multiple markets in several languages – they’re the ones spending the most on advertising, so they’ll create tools with their needs in mind. Facebook and LinkedIn are on the right track with global pages – this approach will hopefully be implemented across all social platforms. Consumers don’t classify themselves as living in APAC or EMEA; they just want to engage with the brand on their own terms. And hopefully this will also prompt YouTube to reopen some of the inactive usernames for brands.