Social media marketing changes rapidly. There's no guarantee the strategies you employed last year will provide you with the same levels of success now or in the future. This is why it's important to recognize trends and take stock of how you're using social networks.
For instance, looking at the role of social media in the context of business-to-business marketing tactics can yield strong results. Specifically, LinkedIn's recently ranked some of the most influential brands on the site and found well-known technology companies such as IBM, Microsoft and HP are among the top performers (1). Noticeably, these are largely B2B organizations that use the social network to engage highly active LinkedIn users by delivering content that is relevant to their target audiences.
Yet, making content engaging, which increasingly means optimizing it for mobile devices, requires marketers to evaluate how well rich media works on smartphones and tablets. Rich media is often identified as content that includes moving visuals and sound (2). It was just last year in May that LinkedIn added this feature, and its strength has been seen in the native adds posted to the social network. The key for business is to make certain the rich media content links to mobile-optimized, interactive landing pages that give users more opportunities to explore a brand.