Five things great brands will do differently on social media in 2016

It’s easy to be distracted by the latest shiny innovations, but a focus on quality content and media planning are key for successful social media marketing

Last year was great for social but it’s always good to have some perspective. Facebook’s recent $4.5bn (£3.1bn) earnings are hugely impressive but also suggest that overall social investment is still only around 1% of total media spends ($611bn globally). If there’s any doubt of the continual appeal of traditional media then look no further than the US Super Bowl – any advertiser could have shifted their budget from a single 30 second commercial and instead driven around 80m views on YouTube, enough to make them the most viewed video of the year. Clearly many advertisers were happy to keep their budgets on TV.