The social ecosystem continues to grow and evolve at a speed that creates increasing risks, challenges and opportunities for market participants. As a result, the social landscape represents a complex investment thesis for all – from entrepreneurs to brands and agencies, from acquisitive corporations to VC’s and private equity, not to mention investment bankers or, for that matter, the mass users of social themselves.
Social (earned media) dramatically alters the media mix model (i.e., the all‐encompassing cross channel view of paid + owned + earned). It has redefined the way content is created, discovered, shared and consumed and, in the process, how advertisers (brands and agencies) participate. Social media is emotional, as compared to traditional media, which long held influential but impersonal sway over the masses. Social has ushered in a new era of real‐time marketing, and as a result, the tone and emotion of content, advertising, and communication needs to be finely tuned and carefully tailored to ensure successful multi‐channel campaigns.
Developed by The Jordan, Edmiston Group, Inc (JEGI) and supported by the Interactive Advertising Bureau (IAB) the “Social Media Ecosystem” utilizes data and information reported directly to JEGI and publicly available online. In the evolving world of technology, change is a constant state, wherein today’s news often becomes instant history. As such, this report is intended to do two things: first, to capture a moment in time, to bring its readers up to date on some of the latest developments, as brands become publishers, as advertisers seek ever more finite detail about their targets, and as users reinforce their role as kings of the hill; and second, to provide some observations about where the social ecosystem is likely to go. Please keep in mind that the information in this report is intended as an informative overview only and should not be relied on for investment purposes.