Social media marketing is ever changing; something that is trending today is likely to be forgotten about by the beginning of next week. Simply adding social media to your marketing strategy and giving it a budget is not enough—it is also important that you make the effort to understand the process! People’s preferences evolve over time and in order to make your social media marketing a success it is important that you are aware of these changes as and when they happen, otherwise you risk getting lost in the crowd.