The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks in 2017.
Many in marketing have been tricked to believe that access to more metrics means that a social media ROI formula can be found. Marketers have got it all wrong.
Have you ever published a piece of content that was meant to inspire, but then angered people? Social media is tricky. And as the platform evolves, so does its users. There is no telling how consumers will react and respond to content, if they react or respond at all.