Eric Weaver, chief social officer, IPG Mediabrands G14 discusses this year’s shock for social teams following the crash in organic reach and low social budgets, but insists that it’s only a momentary blip.

In 2014, we saw an alarming crisis of faith in social media marketing (SMM). Despite their deeply-held beliefs in the abilities of the channel, many social teams were caught off-guard by the crash in organic reach and weren’t fully supported by paid social budgets. Consequently, content struggled to reach fans, and some hard-won social communities actually shrank in size.

But this should be a momentary blip. Worldwide, SMM continues to be seen as not only a priority, but a necessity to a strong overall marketing mix. Marketers in a June 2014 study by Gigaom & Extole showed that social budgets would get bigger boosts than any other channel budget. And in an October 2014 poll by Harris/Nielsen, 88% of respondents said social provided an important competitive advantage. With nearly one-quarter of the world’s population now active on social, marketers will absolutely continue to advance social efforts in 2015.

New technology

Now that paid social budgets are a requirement for content reach, social teams will ask for larger budgets in 2015 – and fortunately for them, new software tools will provide much more scalability in ad buying and more accountability in social performance. We’ve created one here at Mediabrands, called Performly, and already clients are snapping it up – showing there’s a real need to prove social success in a more meaningful way.

All this automation, though, will require overworked marketers to either take the time to learn highly-technical software platforms (unlikely, given how close to the bone most marketing teams are resourced), or to outsource paid social to agencies as they did with listening platforms between 2009-2011.

Agencies are feeling the pain of insourcing

Clients have been bringing most social tasks in-house for two years now. Community management, social creative, listening; all have largely been established within client social teams, hurting many agencies. Simultaneously, agencies, which typically possess strengths in orchestrating efforts across channels, are struggling to keep talent from bleeding to software plays, social networks and client teams. It’s a challenging situation for agencies – but it also provides an opportunity to really stand out.

One key position has been missing from many social teams on both sides of the table: the social strategist. Many clients haven’t invested in the role — and it shows in “meh” campaign results, as well as frequent disconnects between social campaigns and high-level business goals. It’s a bit like hiring a pilot and asking them to create their own flight plans. Sure, you can do that, but wouldn’t you want to leave that to an expert minding all the planes in the sky and letting you know how much fuel you’ll need to reach your goal?

Agencies who can monetise social strategists and tie those efforts to business KPIs will retain business and will help clients justify their investment in outsourced strategy. And I’m speaking from experience – having been brought in to lead social strategy at Mediabrands in 2012 to do exactly that.

Looking at social globally

India looks like the next big social media market – but hangs in the balance. SMEs make up perhaps 60% of its GDP (source: ICICI Bank & Zinnov Mgmt). Yet many SME agencies and brand marketers tell me they question social as a viable marketing channel, primarily because of millions of competing online voices, a tendency for many to self–promote rather than provide value, and the need for more education around social marketing techniques. On the other hand, with the Indian economy (as measured in purchasing power parity) easily surpassing powerhouse Germany, and with Indian smartphone sales trebling in the past year, how can India NOT become a social media center of gravity?

Worryingly, India’s government continues to flirt with scapegoating, censorship and threats of heavy regulation of social usage — which could have serious implications for adoption by clients. Hopefully the new government will see social not as a threat, but as a positive opportunity for both business and consumers.

For much more analysis of the biggest trends shaping global media and marketing, order your FREE copy of M&M Global presents: International Media 2015 here