{"id":11400,"date":"2019-01-24T15:11:51","date_gmt":"2019-01-24T15:11:51","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=5447"},"modified":"2019-01-24T15:11:51","modified_gmt":"2019-01-24T15:11:51","slug":"the-10-year-challenge-whats-changed-on-social-in-the-last-10-years","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/the-10-year-challenge-whats-changed-on-social-in-the-last-10-years","title":{"rendered":"The 10-year challenge: what\u2019s changed on social in the last 10 years?"},"content":{"rendered":"

Everyone\u2019s doing the 10-year challenge on Facebook. Despite cynicism from some quarters (is Facebook doing this to mine data and power facial recognition systems?) this appears to have been led by consumers, rather than Facebook itself. <\/span>
\nWe thought it would be a great opportunity not just to count the wrinkles, but to look back over the last 10 years at what\u2019s changed in social media.<\/span>
\nConsumer power<\/b>
\nIn 2008, we saw the financial crash, and a real rise of consumer power through social media use. The Hudson River landing of 2009 marked a tipping point for citizen journalism, with the iconic photo taken on a mobile phone beamed all around the world within minutes of the plane landing. It\u2019s something we take for granted, now, but then it was extraordinary. \u00a0Now, citizen journalism is driving the need for independent, curated news reporting and opinion, in a world where everyone\u2019s a commentator. <\/span>
\nPolitical influence<\/b>
\nThe Arab Spring saw the rise of social media use to influence politics – something that\u2019s continuing through presidential elections (the US and Brazil in particular) and Brexit. And, of course, that\u2019s brought controversy with allegations of nations interfering in elections, and Facebook\u2019s power to influence political outcomes. <\/span>
\nEconomic change<\/b>
\nSocial media is seen to affect economic change, too. In 2010, eruptions from the Eyjafjallaj\u00f6kull volcano in Iceland caused chaos to travel across Europe, and to Iceland\u2019s tourist industry. Iceland\u2019s amazing social media campaigns after the dust had, quite literally, settled, are widely credited with helping to <\/span>restore tourism<\/span><\/a>. The ultimate ROI of social media – something brands are focusing on more today than ever before. <\/span>
\nIn search of the authentic <\/b>
\nIn 2009, we were all a little more open about what was, and wasn\u2019t authentic on social media. Our feeds were filled with people who genuinely were passionate about their subjects – something that is in danger of becoming over-manufactured in the current climate of influencer marketing and inauthentic content. The current backlash against \u2018fake\u2019 – news, passions, content – will change that in 2019, as brands once again seek authentic content that inspires passion. <\/span>
\nThe rise of cause marketing<\/b>
\nWhile some brands have always marketed based on beliefs and values (Ben & Jerry\u2019s is a great example), social media has facilitated the rise in cause marketing by brands keen to embrace a new wave of consumers who not only buy based on belief, but wear their beliefs as a badge of honour on social media. This isn\u2019t going away any time soon – but brands, beware – consumers will sniff out any hint of value-washing. <\/span>
\nChanges in social platforms<\/b>
\nIt\u2019s only when you look back that you realise how much has changed. Ten years ago, most social media campaigns focused on user-generated content. It\u2019s having a resurgence now, again, but in the form of user participation and co-creation. Brands have shifted their focus from forums and blogging, to visual social media and ephemeral content such as Stories on Facebook and Instagram. <\/span>
\nAnd, of course, the biggest change is that so much more of the social campaign focus is now on Facebook rather than on brands\u2019 own sites (where they were focusing 10 years ago), with brands continuing to move to new networks where their consumers are to create the most effective campaigns. <\/span>
\nThe Social Element has evolved and continued to grow through all the changes, and we thrive on them. I\u2019m looking forward to what the next 10 years have to offer. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Everyone\u2019s doing the 10-year challenge on Facebook. Despite cynicism from some quarters (is Facebook doing this to mine data and power facial recognition systems?) this appears to have been led by consumers, rather than Facebook itself. We thought it would be a great opportunity not just to count the wrinkles, but to look back over…<\/p>\n","protected":false},"author":24,"featured_media":11427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[2],"tags":[],"yoast_head":"\nThe 10-year challenge: what\u2019s changed on social in the last 10 years? - The Social Element USA<\/title>\n<meta name=\"description\" content=\"Ten years is a lifetime in social media. 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