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Much has changed over the last year in social media. Things like the rise of Snapchat, the acquisition of Tumblr by Yahoo, the growing importance of mobile-first social networks like WeChat and Vine, the launch of LinkedIn’s widely successful Influencer program and more, further complicate the digital landscape for marketers.

According to a report by Social Media Examiner, 86 percent of marketers indicate that social media is important for their business, up from 83 percent in 2012. It’s fairly obvious that social media will continue to have a significant impact on the way marketers and business owners continue to communicate with consumers on a daily basis.

Marketers should give attention to which social platforms help them reach their goals with relevant audiences, whether that’s generating sales or greater visibility. This year Pinterest drove 41 percent of social media traffic to e-commerce sites, while the average shopper referred from the network spent between $140 to $180 as compared to $60 to $80 spent by users referred from Facebook.

Related: 5 Social Media Predictions for 2014

When it comes to achieving increased visibility, Vine videos to date are four times more likely to be seen by your audience as compared to a regular branded video, according to the 7^th Chamber. Of all the minutes spent on the Internet, 15.8 percent of those minutes are spent on Facebook which averages to 351 minutes per user on the social network a month. Focus on the channels where your audience is most active, which is […]