Financial Times Guide to Social Media Strategy, The

FINAL THOUGHTS

It is difficult to think of another technological innovation that has had such a profound and rapid impact on our behaviour and expectations, in such a short period of time, as social media. In barely more than a decade, it has transformed the way we communicate with friends, family and colleagues, challenged the supremacy of the established media, heightened our customer service expectations and changed the way we shop.

The impact has not always been positive. The reputations of Facebook, Twitter and YouTube have suffered in the wake of ‘fake news’, the alleged manipulation of election campaigns and the promotion of inappropriate content. During the early days of Facebook, Mark Zuckerberg talked about making the world a better ...