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1、Contents3ExecutiveSummary4Methodology5TREND1Brandsstrikeabalancebetweenpublicandprivateengagement9TREND2Employerstakecenterstageinadividedworld14TREND3TikTokshakesupthestatusquo20TREND4Socialmarketingandperformancemarketingcollide25TREND5ThesocialproofgapclosesExecutivesummary3EXECUTIVESUMMA
2、RYBasedonourannualsurveyof3,110marketers,interviewswithindustryanalysts,andexhaustiveresearch,we’veidentifiedfivekeysocialmediatrendsfor2020.TREND1
3、PAGE5BrandsstrikeabalancebetweenpublicandprivateengagementTheriseofprivatebehaviorslikemessaging—whileimportant—hasnotdiminishedtheimportanceofp
4、ublicsocialmediafeeds,whichremainacriticalspaceforbranddiscoveryandcustomeracquisition.Thekeyiscreatingaseamlessexperienceacrossbothworlds,whilebalancingautomationandhumanconnectiontobuilddeepercustomerrelationshipsatscale.TREND2
5、PAGE9EmployerstakecenterstageinadividedworldAsourworldbecomesi
6、ncreasinglydivided,employeesarelookingtotheirorganizationstomakethingsright.Progressiveorganizationswilltakeadvantageofthisnewrole,buildingstronginternalcultures,amplifyingtheircompanypurposewithemployeeandcustomeradvocacy,andputtingtoworktheinextricablelinkbetweenemployeeandcustomerexperien
7、ce.TREND3
8、PAGE14TikTokshakesupthestatusquoTikTokcontinueditsmeteoricrisein2019,butonlytimewilltellifthehypewilllast.Stayingpoweraside,TikTok’spopularitybringsvaluableinsightintothefutureofsocialculture,content,andcollaboration.SocialmarketersshouldkeepaneyeonTikTok,whileusingtheseinsightstoa
9、dapttheirstrategiesonestablishednetworksforthenextgenerationonsocial.TREND4
10、PAGE20SocialmarketingandperformancemarketingcollideOuranalysisfoundthatsocialmarketersarefacingincreasingpressuretoexpandthescopeoftheirskillsets.Establishedchampionsofbrandawarenessandcommunitybuildingmustalsobecome
11、fluentinperformancemarketing.Thechallengewillbefindingbalance,buildingoutholisticskillsetsthatcandrivebothshort-termconversionsandlong-termstrategiestobuildbrandequity,customerhappiness,anddifferentiation.TREND5
12、PAGE25ThesocialproofgapclosesROIandm
