2018 PR Trends: Social Media [Video]

Top Public Relations Trends in 2018: Introduction

2018 is here, and we’re digging into what look to be some of the biggest trends that will affect PR practitioners this year. In this installment, we’ll look at 2 major trends in social media:

  • Influencer Marketing Train Keeps Picking Up Speed
    • Influencer marketing shows no sign of diminishment despite questionable ROI. Influencer marketing methods and measurement will improve radically as new, advanced measurement methodologies such as neural network-powered attribution become more available. These tools will help PR practitioners more quickly separate the wheat from the chaff.
    • Solution: Learn to measure influencers appropriately, then choose better ones – and be sure to vet the daylights out of them.
  • Branded Organic Social Media Becomes Meaningless
    • Continuing the ongoing trend, brands’ reach on major social networks will decline further until brands will be posting to no one. Services like Facebook are already pay-to-play for the majority of brands, and these networks show no inclination to help brands who don’t pay.
    • Solution: Save your time, energy, and money if you’re just going to post dreck. Do the math and focus where you have ROI.


Thanks for watching our series. We’d love to know what other trends you’re paying attention to in the world of marketing and communications.

Christopher S. Penn
Vice President, Marketing Technology

Work at SHIFT

Posted on January 10, 2018 in Marketing, Media, Public Relations, Social Media, Trends, Video

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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