Tom Evans: My 2013 Prediction, Social Media As Behavior Not Destination
PSFK asks Tom Evans, Director of Social Engagement of Saatchi LA what he thinks will dominate in 2013.
The major social platforms will continue to dominate consumers' time spent online, but brands will become more focused on creating campaigns that engage the consumer based on their interests and passions—as opposed to which social network they prefer.
For an increasing number of organizations, fostering platform agnostic but truly social behavior–not a large Facebook community–will equate success. Although this may seem like a daunting challenge, it should in fact liberate brands, enabling them to focus on the story they want to tell, rather than worrying about the constraints of platforms.