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On a global level, this conflict reflects the difficulties encountered by marketing groups and their brands.
There has been a dramatic change in social media in the last decade. More than ten years ago, Social Media Expert Kate Winick swerved from more conventional editing positions to social media administration.
She now looks back on that time with fondness. She highlights the change in user and advertising preferences as the world shifts from text-based platforms to image-centric channels like TikTok and Instagram.
Bari Tippett, Head of Social at Sweetgreen, agrees with Winick and emphasises the changing nature of social media jobs. Tippett notes the shift from managing multiple brand channels to the growth of dedicated in-house teams and the emergence of video content as a dominant force.
The ever-present confusion about what social media experts do is brought to light by veteran executive Nathan Poekert. Perception dissonance remains, with social media teams seen as insignificant contributors, despite playing a crucial role in brand engagement.
Social media dynamics impact customer behavior and brand narratives in ways that go beyond traditional marketing. Zaria Parvez, a prominent figure in corporate social media, stresses the value of a test-and-learn approach. To succeed on social media, according to Parvez, one must be bold and push boundaries.
The problems that business leaders face are changing all the time as social media goes from being a retention tool to a growth channel. In this ever-changing world, one thing is certain: social media experts, equipped with a can-do attitude and a knack for adjusting to customers’ ever-changing tastes, must walk a fine line between entertaining them and engaging them with brands.
Related: Awareness through Clicks: The Role of Social Media in Activism and Social Movements
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
