2016 was a HUGE year in digital and social media. Paid social increased in importance as organic reach continues to shrink. This confirms what we knew – that social media is pay to play, unless your name is Donald Trump.
We saw an unconventional Twitter strategy drive the media narrative of a presidential election, positioning social media as a powerful and necessary tool in policy conversations. Online video exploded, catapulted by the rise of 360 video, VR, and Facebook Live – some of the shiniest tactics appearing in public affairs campaigns. And, Snapchat isn’t going away, although Instagram is trying really hard.