Navigating our newly complicated social lives

This article explains how Instant Messaging and other new forms of social platforms present a new set of challenges for brands that they cannot afford to ignore.

Navigating our newly complicated social lives

New forms of social platforms present a new set of challenges for brands – and they can't afford to duck them.

For the best part of a decade, our online social lives have been defined by a handful of giant networks: Facebook, Twitter and (for professional and high-net-worth audiences) LinkedIn. Marketing strategies have therefore focused on capturing attention and driving engagement through these channels. With their mass reach and openness to advertising, they had appeared to make the task of engaging audiences on social media relatively straightforward. But things are changing – and changing...

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