That’s important to note for brand strategists and marketers, because the actual reason why people use social media has changed. That’s the focus of a new brand strategy outlined by Mondo Metrics founder Nick Cicero, who’s spent two decades working in social media marketing, primarily focused on improved metric analysis and optimization. Cicero knows digital marketing trends, and based on his insights, he has established a framework for brand building in the modern social media landscape, which is based on defining a message, and underlining that consistently, in order to embed brand association and engagement. They are the ones that understand the real unit of value in modern social is not the individual post. That, again, is more in line with modern social media usage, in that people are no longer as focused on connection and friend engagement, but are increasingly using social apps as an entertainment source, with recommended videos rolling through their feeds.