Social media marketing has played many roles over the years, but ever since it began, the first to-do on most marketers' lists was to recruit likes and followers in order to create and deliver content, generate conversations and build "one-to-one relationships."
Those days are over. The era of like-building and follower growth is waning, and the role of social media is changing.
Read MoreMarketers can no longer reasonably expect to reach their audience organically through social channels. Facebook's News Feed Algorithm updates have restricted the reach of organic content, and platforms like Twitter have the challenge of over-crowded content timelines with tweets getting lost amongst countless others. This trend is only going to continue with other social platforms.
Today, the most efficient and guaranteed approach to reaching an audience on social channels is paying to promote engaging content, but that's just the first step.
Read MoreFacebook just came off of a strong 1Q 2014, reporting 1 billon monthly active mobile users and strong revenue growth. The company continues to excel, but it's left a rather bad taste in marketers' mouths as of late with reports that updates to its News Feed algorithm are slashing business Page organic reach to around 6.5% of fans, or even lower in some cases.
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