Is Social Media Good or Evil?

The irony of social media is that it has become both an engine of free expression and disinformation. It is at once a community builder and echo-chamber divider.

Check out this New York Times article on trends via Instagram--including a look at Likes as popularity measures and thoughts on safeguards against bullying.

No matter how Instagram decides to pivot, this fast growing channel will continue to be a powerful communications tool in 2020. IG is a go-to channel for young Millennials and Gen Z, with over 1 billion monthly users. Visual storytelling, in the form of photos and videos, is also one of the top ways to make your brand vivid.

So, what do the vagaries of social media mean for your brand? As a guiding force, I suggest using your mission to drive content strategy for your posts. Audiences increasingly stay connected to brands that share their values.

Avoid the company version of too many selfies and obvious attempts to be popular. Your brand story should reflect the enduring values that set you apart. Clearly define a brand narrative with an authentic voice and use it as your compass.