Where is social marketing headed for 2018? Here's an overview:
FACEBOOK: Mobile continues to be important; Messenger app usage is increasing. We'll see a big push for Facebook groups in 2018 as a way for brands to increasingly engage with their customers.
INSTAGRAM: Growing! Brands are seeing peer-to-peer interactions increase. New advertising features with links are introduced. Instagram is growing as a way for brands to engage user communities.
YOUTUBE: Mobile streaming video grows. We'll see more social TV content.
TWITTER: Video discovery feature added; Twitter is THE source for real-time news. Customer communication channel (if you haven't contacted a company on Twitter for customer service, you're missing an opportunity for immediate action). More usage of in-stream video ads.
SNAPCHAT: Has split content between personal and media. Grows as a source for advertisers.
LINKEDIN: Data is their most valuable asset. Already the primary source for job seekers and HR searches, LI appears to be amplifying their content sharing applications.