Social Media Trends 2018

© 2017-2018 Pryme Group, LLC. All rights reserved.
SOCIAL MEDIA TRENDS 2018

Roxana Moolla, Principal
@roohimoolla - Twitter
Linkedin.com/in/roohimoolla
roxana@allpryme.com | 415.717.9557
• 20+ years experience in technology, digital marketing and social media
with Fortune 500s, mid-market and startup companies
• Author “Facebook for Business”, 2011
• SVP, Head of Social Media Strategy,Wells Fargo, 2012-2016
• Inventor, social media and technology patents
Why Pryme?
© 2017 Pryme Group, LLC. All rights reserved.
Pryme Group, LLC
We advise regulated companies and licensed professionals to use
social media effectively while managing risk and staying compliant.

Social media in 2018? More noise, confusion and mistrust.

EMPLOYEES & CLIENTS
ARE SOCIAL & MOBILE
SOCIAL NETWORKS ADD
NEXT-GEN TECH
SOCIAL MEDIA TRENDS 2018 | INTRODUCTION
2018: Disruption is the New Normal.
4
2018 will be another year of disruption as consumers adapt, regulations evolve and technological advancements go mainstream.
5
COMMUNICATION IS
WEAPONIZED
3
PRIVACY, DATA AND
REGULATIONS STAY AT
THE FOREFRONT
2
BUSINESSES FACE
INCREASED CYBERRISKS
1

Generations, behaviors and expectations
continue to collide.
TREND 5
EMPLOYEES AND CLIENTS
ARE SOCIAL AND MOBILE

3.578haveinternetaccess
billionpeople
81haveasocialmediaprofile
%ofAmericans
SOCIAL MEDIA TRENDS 2018 | TREND 5 | EMPLOYEES and CLIENTS ARE SOCIAL AND MOBILE

Social media in 2018 is global and pervasive.
143 million+intheU.S.
million+
on LinkedIn
5302areonFacebook
billion+
208million+intheU.S.

CEOs may not be on social media…
“Social media… has a major impact on brand reputation.
A CEO can either participate in the discussion and influence it, or risk the implications of allowing his or
her corporate image to be decided in the court of public opinion.” – CEO.com
60haveNOpresenceonsocialmediaatall.
1
percentofFortune500®
CEOs
1
Source: CEO.com, 2016 Social CEO Report

…but employees and clients are on social media.
% of employees
use social media77
…whether your company has a social media policy or not.
Source: Pew Internet Research, Social Media and the Workplace,

Gen Zs and Millennials have grown up with Facebook, Instagram and
Messenger, mobile, video, emojis, reactions and GIFS – not just email.
GenZs
- Source: GlobalWebIndex
3hrsperday
onsocialmedia
(1996-2007)
4.1
hrsperdayonmobiledevices
>all otherdevicescombined

By 2020, Gen Zs and Millennials will be 50% of the workforce.
- Source: GlobalWebIndex
Millennials (1982-1996)
2.6hrsperday
onsocialmedia
3.38
hrsperday
onmobiledevices

Social networks already use Artificial Intelligence
and are focusing on video, messaging, Augmented
Reality and Virtual Reality.
TREND 4
SOCIAL PLATFORMS ADD
NEXT-GEN TECHNOLOGY

Facebook is competing for TV viewers with FB Live and FB Watch.
Facebook continues to focus on
video viewing as the primary way
to attract and retain audiences.
With the launch of Facebook Watch and a
$1 billion investment, Facebook intends
to add engaging, long-form TV shows
and compete withYouTube, Netflix, Hulu
and Amazon.
SOCIAL MEDIA TRENDS 2018 | TREND 4 | SOCIAL PLATFORMS ADD NEXT-GEN TECH

Facebook is creating new interactive experiences with AR and VR.
The next wave of interactive experiences
for consumers involves messaging
automation, artificial intelligence,
augmented reality and virtual reality.
In April, 2017 Facebook launched its Camera
Effects Platform which allows developers to add
Augmented Reality to images and video.

Types of businesses that people message most:
Retailers
Professional Services
People prefer mobile messaging for business communications
56wouldrathermessage
thancallcustomerservice
%
67expecttomessage businesses
evenmoreoverthenext2years
%

“Messaging gives you unprecedented
context - the thread is persistent so you
have this rich conversational history.”
Facebook continues to focus on Messenger, Instagram,Workplace and
Ads for Business

millionInstagramaccounts
areactiveeveryday.
80abusinessonInstagram
%ofaccountsfollow
million+accounts
useInstagramStorieseveryday.
300
500

Social media is used to amplify and influence
public opinion on a massive scale
– for better or for worse.
TREND 3
COMMUNICATION IS WEAPONIZED

SOCIAL MEDIA TRENDS 2018 | TREND 3 | COMMUNICATION IS WEAPONIZED

The #MeToo movement on social media continues
Employees are using social media as an
outlet to express their frustrations about
work or other issues – especially when
they don’t get attention elsewhere.
This includes complaining about their
bosses with the #MeToo hashtag.
Ensure HR is using social listening tools to
become aware of issues proactively and
has a process to deal with harassment

Social Media and Free Speech
In a recent and high-profile case, Juli Briskman
was terminated by her employer Akima, after
she notified them that she was the person in the
photo who flipped off the Trump motorcade as it
passed her on her morning bicycle route.
The photo of Juli Briskman that went viral. BRENDAN SMIALOWSKI—AFP/Getty Images
Does an employee have the right to
post her personal opinion (or photo
in this case) on her personal social
media account?
Many people feel that the First Amendment gives them the right to say
anything, to anyone, at any time – especially on social media.

Social media will continue to be used to influence change.
A workplace social media policy
should clearly outline expectations
for employee activities (including
contractors, agencies and third
parties) and the consequences for
for non-compliance.

Data/privacy issues and regulatory changes
continue to create challenges for companies.
TREND 2
PRIVACY, DATA AND REGULATIONS
REMAIN AT THE FOREFRONT

Lawsuits against companies using Facebook to exclude older workers from
job ads will continue to increase.
In December, 2017, dozens of companies
including Amazon, Goldman Sachs,Target,
Verizon, UPS and Facebook were found to be
posting ads targeted specifically at younger
age groups.
A class-action complaint alleging age
discrimination was filed in federal court in
San Francisco in December, 2017, on behalf
of the Communications Workers of America
and its members. The suit includes Facebook
users 40 or older who may have been denied
the chance to learn about job openings.
SOCIAL MEDIA TRENDS 2018 | TREND 2 | PRIVACY, DATA AND REGULATIONS AT THE FOREFRONT

Social media impacts employees’ privacy rights:
The impact of social media on employee privacy cuts across many different areas:
1. Employment Discrimination
2. Free Speech
3. Labor-Related Activities
4. Account/Password Access
5. Prohibition of Social Media In The
Workplace
6. Monitoring Employees’ Use of
Social Media
7. Regional/State/Federal Laws

The U.S. has federal and state laws that apply to social media
In the United States, employers must comply with
individual state employee privacy laws as well as
federal laws.
26 states currently have statutes that deal with
employees’ privacy rights with respect to social
media. Other states are likely to follow suit.

Some states have specific social media laws that
explicitly prohibit employers from accessing
employees’ social media accounts.
Others have general internet privacy laws that
protect employees’ online privacy rights.
Companies that are under the jurisdiction of the
European Union’s privacy laws are expected to
comply with the GDPR which comes into effect in
May, 2018.
States will continue to adapt with new employee privacy laws

Employers often use social media to hire, recruit and
screen potential job candidates or monitor current
employees. New screening tools are becoming available
for checking candidates’ social media profiles.
Employers must be particularly cautious about
collecting any information from candidates or
employees that could be considered “protected”.
If possible, use a reputable 3rd party to conduct
background checks and screen social media profiles to
insulate hiring managers and protect the integrity of the
hiring process.
Social media tools are being used for hiring, recruiting and
screening job candidates.

New SEC Social Media Requirements for Form ADV Part 2:
RIAs/Financial Advisors Firms and Solo Advisors
As of Oct 1, 2017, the SEC now requires
Registered Investment Advisors to list all public
company social media profiles on Form ADV Part 2

Companies are grappling with increased
regulatory scrutiny and cyber attacks via
social media.
TREND 1
BUSINESS WILL FACE INCREASED
SOCIAL MEDIA RISKS AND CYBER ATTACKS

Cyber attacks, data breaches and risks from social media
continue to increase.
The FBI now tracks social media as a growing threat
vector for potential cyberattacks via social media,
similar to Business Email Compromise.
In 2016, social media ranked #4 on the
FBI’s list of internet crimes by number
of reported victims (~18k).
SOCIAL MEDIA TRENDS 2018 | TREND 1 | INCREASED RISKS AND CYBER ATTACKS

Firms that hold sensitive data must be particularly vigilant.
Law firms, accounting firms and
other professional service
providers generally don’t have
the same degree of investment
or protection in their
cybersecurity infrastructure as
do other firms which might be
more focused on security, such
as financial services and
healthcare companies.

Fake profiles, impersonation, fake information bots and social
engineering via social media are becoming far more common.
Hackers gain access to employees and
sensitive business data via social media using
techniques such as fake profiles and links,
social engineering and whaling.

2018 Trends take-aways
Social media will continue to be challenging for most companies
in 2018.
Employees and clients that are primarily mobile and social will
drive new risks and opportunities. Increased cyber risks and
regulatory scrutiny will need heightened vigilance and updated
processes.
Evolving technology and platforms will require companies to use
smart strategies as they face the challenges of the coming year.
Thank you!

Appendix

• Ensure compliance requirements are
incorporated into the workplace social media
policy
• Ensure your risk, legal and compliance team
review and approve content
• Review your workplace social media policy
annually, reinforce it and train employees
regularly
• Include social media in crisis communications
planning
Review Compliance Requirements Regularly
Ensure privacy and compliance requirements are embedded in social media activities and processes.

Facebook Messaging is not encrypted end-to-
end by default. Only the “Secret” feature allows
private conversations to occur – all other
conversations are not private, they are scanned
and stored by Facebook on its servers.
Don’t use Facebook Messaging for
communicating private information with
employees, clients or others
Take private or confidential conversations to a
secure channel as soon as possible.
Use care if utilizing Facebook messaging

Shutting down social media access in the workplace is not a cure-all for business risks.
HOW EMPLOYEES USE SOCIAL MEDIA
What does Social Media in the Workplace look like for 2018?
Employees will continue to use social media personally and for work on personal and company time or devices.
Take a mental break from work
Connect with friends and family at work
Make or support professional connections
Get information that helps solve problems at work
Build or strengthen personal relationships with coworkers
Learn about someone they work with
Ask work-related questions of people outside their organization
Ask work-related questions of people inside their organization
Source: Pew Internet Research, Social Media and the Workplace,
Study conducted Sept 11-21 2014, Released June 2016
34%
27
24
20
17
17
12
12

The Rise of Online News, Fake News and Influence
In 2017, social media was tied with news organizations’ websites/apps as a news source (~36% each)

…the sound of our U.S. culture right now, a
culture of volume of info and spin and rhetoric
and context that I know I’m not alone in finding
too much to even absorb, must less to try to
make sense of or organize…
- David Foster Wallace, Deciderization 2007: A
Special Report

Employees of all ages (18-60+ yrs) are on social media
Source: Statista, United States; Statista Survey 2017;
Feb 2 to 8, 2017; 1,446 respondents; 18 years and older
U.S. 2017 Social Network Reach by Age Group, February 2017

Younger workers are mobile and “deskless”

And expect tools to be interactive and collaborative
Tools are evolving to use artificial intelligence, automation, sharing/commenting and video more frequently
Facebook Workplace, Slack,Yammer and Skype
are popular workplace collaboration tools.
Future workplace tools will need to be easy to
use, visual and open by default.

Employers have varying capabilities in
monitoring their employees’ use of social media:
No Monitoring:
Employee can access all
social networks on company
or personal devices with no
monitoring or supervision.
“Unofficial”
Monitoring:
Ad-hoc or “unofficial” monitoring
of employees’ personal use of
social media. Can occur even
when all access to social media on
company devices is blocked.
Intentional
Monitoring of
Specific Networks:
Allow and monitor employees
use of “approved” social
networks while monitoring
employees’ personal and work-
related use of social media.
Employee monitoring on social media should be done cautiously.

Social Media Trends 2018

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