Julie Leary, Digital Stratey, Whole Whale Twitter Handle: @juweeweewee The social media landscape changes every 6 months and the smart phone is only accelerating this change. Don’t blindly follow the latest social media fads and gurus to guide your social media strategy. Fortunately there is a ton of engagement data around what people are doing on your site (Google Analytics) and social platforms/profiles (Facebook Insights). Learn to look at your organization’s own data to see what is driving real value. If your organization can gather, analyze and act on its data it will be ready to jump on the next trend in a way that drives real impact