Keeping pace with an ever changing social media landscape is invariably one of the most challenging aspects of the communications. While social platforms continually change how they serve content and to whom, user behaviour also changes in response to this.

Social media for brand owners is no longer about broadcasting promotional messages, the number of posts shared or the volume of content made available. It’s about continual two-way engagement with stakeholders and influencers. It’s about being part of conversations that help to shape the narrative of the wider industry and position brands as go-to thought-leaders. And it’s about quality, timely and relevant content that resonates with the target audience.

In this guide we provide a backdrop to this changing medium and offer tips for getting the most from the platforms available.