In 2012, after spending most of the recession struggling to grow my startup, I went to work for Winn-Dixie as their first-ever social media manager where I helped launch the company's brand presence on Facebook and Twitter.
If there's something that the early days of social media--circa 1990's and early 2000's with AOL and MySpace followed by the rise of Facebook--taught me, it's that people control the medium while brands merely ride the wave until the next new channel comes along.
Successful brands and influencers find that by building communities of advocates on the platforms where their audiences live, they're able to maintain such relevancy provided that they also evolve with their audience and platforms. However, social media can be a waste of time for you and your business if you're not strategically positioning your marketing efforts around industry trends.
Below are five reasons brand engagement is declining online, and what you can do about it: