Social media has been with us in one form or another for almost twenty years. It doesn't go back quite as far as the dawn of the internet itself, but it isn't far off. We tend to connect the term "social media" with Facebook and Twitter, with Instagram coming along a little later. In reality, MySpace was around for three or four years before Facebook came along in 2006, and the term "social media" was used to describe it even back then. Why are we pointing all of this out? Well, it's because many social media marketing strategists don't appear to have noticed that times have changed.
Just as the same tactics that worked in television marketing ten years ago don't work now, old social media tactics have become equally ineffective. The average customer is more web-savvy and has become immune to certain types of approach. The demographic has changed in that time too. Millennials, who were once the focus of marketing, are now middle-aged and settled down. Generation Z is now the target market for most brands and has to be approached a different way.