Social Media in 2020: How to Predict and Win in the Future


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“We’re not just handing out the keys to our social accounts… We are dealing with massive budgets, and trying to actually move marketing metrics. To do that, you need marketing professionals,” said Ben Shaw, Head of BBH Live at BBH.

At Social Media Week in London, Ben hosted a fireside chat with some of the most forward thinking social clients in Europe. We heard from Jack Foley, Brand Manager at KFC, Claire Hoey, Head of Content Marketing at Barclaycard, and Guy Norwell, Head of Marketing, Social Strategy & Digital Content at Experian.

The panel discussed the current state of social media, what they’ve learnt from their failure, and their thoughts on what industry will look like 4 years from now.

Below are some takeaways from the session. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

Asked what he wish he knew about social four years ago, Guy mentioned the “proliferation of video. Video is so important across every channel now… I love using quizzes and widgets and the plethora of other ways to engage people… but if I had known of the homogenization of video then, I would have geared up my production.”

Claire discussed how she qualifies her investment in social. “Now you can optimize, learn, and track as you go. The decisions you make as a marketer are always going to be really robust, and you can be confident that you’re doing the right thing for the business.”

Looking ahead to the next four years of social content, Jack believes that it’s becoming more unified. “From my experience, that separate social role has morphed into a part of everybody’s day job… In terms of the more traditional marketing roles, I think social has become increasingly integrated.”

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Yale Buchwald

Contributing Writer , New York University

yalebuchwald

Yale is a Contributing Writer at Social Media Week and The Drum's Found Remote. He is currently a student at New York University and is majoring in Media, Culture, and Communication. Yale aspires to pursue a career in the field of communications, and has an affinity for tech, social media, television, and music.



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