Navigating a complicated relationship between social media users, platforms, and marketers

People reducing their social media usage is the most recent trend in the ongoing complex – and often convoluted – relationship between social media users, platforms and marketers. Yet the majority of those on social media aren’t deactivating their accounts or deleting them entirely, they’re just starting to use social media differently. As the number of global and U.S. users continues to rise, what does this shift in behavior and expectation mean for marketers, who have spent the past decade honing their social campaigns? And how do we handle that shift?