WHERE IS SOCIAL MEDIA HEADED?

THE BIGGEST TRENDS TO WATCH OUT FOR

Christophe Ginisty

@cginisty

Online intelligence specialists, we are

monitoring and analysing online conversations

and interactions to bring actionable insights to

our clients, allowing them the make informed

decisions and protect their reputation.

AGOREP is also the organizer of the

ReputationTime cycle of conferences.

www.agorep.com

ABOUT AGOREP

There are many ways to speak about social media

trends (technology, marketing, innovation, regulation….)

and I have decided to choose the societal angle in

regards to the information age.

Forewords

@cginisty

First, let’s set the scene…

@cginisty

IDEA STARTERS AMPLIFIERS CURATORS COMMENTATORS VIEWERS

SETTING THE SCENE:

Who are the characters involved

in social media revolution?

Online conversations and interactions involve active participation of different contributors who all have an

impact on massive information flows.

@cginisty

Amplification is the

key

Spread of MarconLeaks – Source: ReputatioLab

Everyday on

Facebook*…

4,7billions shared contents

10billion messages sent

350million photos posted

Source: Socialbakers

We must overcome stereotypes to capture the

trends

@cginisty

This is not virtual, this is reality

led by real people sharing real

things@cginisty

This is not about technology

but about society and

behaviors@cginisty

Social media is not aside

traditional media but now totally

part of it

Connected crowds don’t share

information but mainly emotions: Social

networks are powered by emotional

flows

@cginisty

So, where is this leading us?(Let’s talk about the biggest trends now)

@cginisty

1. “Fake” will continue to set the

agenda

@cginisty

We have entered a

new information era

Facebook admitted around 200M fake accounts

while Twitter estimated 16M are fake/spams

accounts.

There is nothing new with Fake news.

Massive dissemination is the

challenge. @cginisty

Decline of trust in social media:

In a survey conducted by Kantar*, 58% of those surveyed

said that as a result of becoming aware of fake news they

had less trust in social media news stories about politics or

elections. For mainstream media, the figure was 24%.

* 2017 - Covering Brazil, USA, France and Britain

2. Machines will continue

to play a prominent role

@cginisty

Global traffic generated from bots

surpassed human-generated

internet traffic last year (51,8%*)

@cginisty*The annual Imperva Incapsula Bot Traffic Report

Algorithms will work hard to

choose on your behalf the

content you will (likely) be

happy to find

@cginisty

Chatbots will try to improve

the customers’ experience

3. Content will continue

to become more and

more “snackable”

@cginisty

Twitter continues to be the main press

room

Ephemeral content

creates excitement and

inspire more platforms

@cginisty

Live streams foster

engagement between

users

@cginisty

Instant messaging

is everywhere

@cginisty

4. New influencers will

continue to shape

conversations

@cginisty

“People like me

effect”: Influencers

continue to reach an

impressive audience

@cginistyPewDiePie = 57M Subscribers on Youtube

Personalities become

influent media

@cginisty

Alyssa Milano = 3,28M Followers on Twitter

#Metoo had been used by more than 4.7 million people in

12 million posts during the first 24 hours

Political leaders use

social channels to get

their messages out

without filter

< 500 followers on 07/01/2015

Individuals can create huge

waves

@cginisty

5. Communities re-org

@cginisty

The myth of one

universal platform for

all is not relevant

@cginisty

Teenagers are leaving

Facebook (-3,4% in the US*)

for Instagram and Snapchat

* source: Emarketer 2017@cginisty

“The world’s segmentation

caused by the Internet is

devastating for democracy”Lawrence Lessig, 2016

@cginisty

Bots

& Algorithms

Life in

“bubbles”

@cginisty

Multiplication

of influencers

Snackable

content

Fake

& Manipulation

We are “lost in information”:

Our critical thinking is

threatened

@cginisty

More than ever, social media

revolution needs to be

balanced with education and

development of in-depth

knowledge.

[And this is our immediate responsibility as

communication bodies]

@cginisty

MERCI.

To download this presentation:

slideshare.net/ginisty

@cginisty