Using Social Media in 2018

Using Social Media in 2018


Social networks have provided consumers with a new way to keep in touch with what is happening in the world, to find out when things are taking place and to receive updates about the people they know and topics in which they are interested. This high degree of information relevance is what drives user adoption.

Here’s how we see getting the best out of the main social media platforms in 2018.


Using Facebook in 2018

If you focus on the statistics, Facebook is starting to lose its popularity as the top social media platform. In 2017 the number of 12-17 year old demographic dropped for the first time – but dropped by a significant 10%.

There are a number of reasons for the decline, but talk to the younger generation and Facebook has been losing its cool factor for some years now. Youngsters have more options than ever before for staying in touch with friends and family. Which explains why Snapchat and Instagram, which offer features for sharing photos and videos that disappear, are growing in popularity.

The days of companies taking advantage of organic reach on Facebook Business Pages, without any paid advertising, are long gone as we make our way into 2018. Getting seen on this platform is about to get a lot harder.

In January, Facebook announced a major change to its news feed algorithm. No longer will it prioritise “helping you find relevant content”, said the site’s founder, Mark Zuckerberg. The new goal is to help you “have more meaningful interactions”.

In the past, most people’s Facebook feeds were dominated by professionally made content from brands, businesses and the news media. Zuckerberg says Facebook wants to change that balance. So posts from friends and family, as well as Facebook groups you are a member of will instead dominate your feed.

Top Tips for using Facebook in 2018


Using Twitter in 2018

Twitter didn’t have the greatest 2017 as it struggled to increase its user base and got caught up in the rumours of US election fixing – with thousands of Twitter bots auto tweeting campaign messages.

Although the extra attention that Donald Trump has brought to the world of Twitter hasn’t had a massive impact on Twitter user numbers, there is still a lot to like about this popular micro-blogging platform.

Twitter still has a hard-core set of users and they remain loyal to the platform. Although it may not have the reach potential of other social media tools, it does provide some significant advantages – most notably its open and public nature.

When content is shared on Twitter it is generally available for all to see, which is why consumers generally use Twitter to communicate with brands or highlight their experiences (good or bad). On Facebook, only your friends see your posts, so if you have a complaint you are probably better posting on Twitter – for all the world to see. For most parks, Twitter is generally the social platform of choice for customer-related queries.

And that provides some key opportunities for brands – here are some tips to help maximise your use of Twitter in 2018.

Top Tips for using Twitter in 2018

Using Instagram in 2018

Instagram is currently the fastest growing social network, having gone from 600 million to 800 million active users in the past 12 months – and that’s before you consider the rising use of Instagram Stories (now up to 300 million daily active users).

However, with the increased attention comes an increased interest from other brands, which means that while there are more people to reach on the platform your company will also be competing with other brands for space and attention within the Instagram feed.

Top Tips for using Instagram in 2018

Instagram Stories

If you are already using Instagram for your park then it is worth considering the Stories feature. As more and more people become aware of the Stories format, the potential value of this format continues to increase.

Instagram Stories are temporary 10-second picture/video clips placed at the top of Instagram feed. These ephemeral clips can drive huge engagement if handled strategically. There are various things you can do with Instagram stories like, offer exclusive content, show behind the scenes, showcase a product in action, show a countdown to launch event or ask influencers to contribute.

Some recommendations for using Stories:-


Hashtags has always been a big part of Instgram use, and they are an effective way to expand the reach of your posts – note you can use up to 30 hashtags on one post. But as of December you can now follow a specific hashtag as well as profiles – meaning you can follow and monitor conversations by using hashtags alone.

Visual Content is key

Although Instagram has changed a lot in the last 12 months it is important to note that it is still first and foremost a visual channel, so you should consider the composition of your images and consistency of images when you post.

Having a clear visual strategy is key to your company standing out – you should ensure that you are aware of image composition best practices and examine which types of layouts and formats work best within your niche.

Using Snapchat in 2018

Snapchat is a social media platform that allows users to send temporary, seconds-long images to other users. It is one of the most popular mobile social media apps with users under the age of 25 years old.

However, unlike most social networking platforms, the app’s messaging services are entirely mobile-based, so if you want to use Snapchat for your business, your smartphone will become a crucial marketing tool.

Snapchat is also more widely used among millennials, so consider your target audience before committing to the platform. If you want to become a Snapchat marketing pro, you’ll need to understand the app in-depth.

Top Tips for using Snapchat in 2018


Using Pinterest in 2018

While social platforms such as Facebook and Twitter have more users than Pinterest, they are used mainly for social networking. Pinterest, on the other hand, is principally used as a content discovery medium, enabling Pinners to connect and engage with content that they are interested in and actively seeking.

Users create and manage theme-based image collections such as events, interests, and hobbies. They can also browse other pinboards for images, ‘re-pin’ images to their own pinboards, or ‘like’ photos.

With over 100 billion Pins on Pinterest, it’s tough for a company to stand out among all of those digital bulletin boards. It doesn’t help, either, that your park photos will be up against glossy photos of adorable puppies, delicious cakes, and gorgeous home decor. But you can’t let that get you down – there are opportunities out there for the taking!

Remember that everyone comes to Pinterest to find more of what they love. And chances are, some of those people can find what they love on your blog.

Top Tips for using Pinterest in 2018

Using LinkedIn in 2018

While other social platforms get more attention, LinkedIn has slowly been developing its marketing options having recently been acquired by Microsoft. The backing of this major software house has enabled a range of integrations and data tools to help marketers with their campaigns.

Over the last few months, LinkedIn has been making some serious moves. They’ve added video for all personal accounts, they’re testing geo-filters for videos and they have made lots of extreme updates to their messaging platform.

The platform has also increased its user base – rising to 530 million total members.

It is worth taking note of these as you go about planning your 2018 strategy – particularly as more social managers look to diversify their traffic sources in the face of Facebook’s algorithm shifts.

Unlike the other social platforms most parks use, LinkedIn is a business platform, which means that the value of the users is higher for those companies looking to connect and engage with users who are over 35 years old and working for larger businesses.

Top Tips for using LinkedIn in 2018


2018 looks set to be an interesting year as the different social media platforms vie for our attention. It will be interesting to see what happens to Facebook as the year progresses but with a number of major international events like the World Cup in Russia, the Ryder Cup, the Commonwealth Games, another Royal baby and two Royal weddings you can be sure there is going to be lots to talk about.

Key Tips for Social Media use in 2018





Posted on 30th March, 2018 by David. Managing Director

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