The relationship between business and social media is changing, starting with a decline in social media use among some platforms over the past year. While more companies are implementing formal social media plans, they're also beginning to reevaluate social media in business as concern grows over negative online attacks, data privacy, and whether social media efforts are providing ROI. They are also considering paid social media platforms since the benefits offered by free ones have plateaued.

Organizations are at a critical juncture as they try to balance long-term vision with short-term performance. The key to making this balance work is delivering thoughtful, consistent, and clear communications to employees, customers, and partners.

internal communication professionals need to do a better job of demonstrating their value to senior leadership. To be considered trusted advisers and counselors by executives and senior leaders, internal communication professionals should, among other things, assess and measure their value, bring unique insights, and better understand the financial metrics used by business leaders.

Artificial intelligence (AI) is seen by some as a magic solution to every business problem, by others as ineffective. IBM’s computer Watson may have won “Jeopardy!” (magic!) but Watson made some ridiculous errors (ineffective!). The IBM computer didn’t understand puns or irony. Humans do. AI is neither magic nor ineffective; it’s a technology that can augment human judgment not replace it. Understanding the strengths and limits of AI helps companies to implement it wisely.

Collaboration between humans and machines can make our online communities much more vibrant and relevant. Companies looking to understand and engage with customers through online communities need to consider how artificial intelligence and human collaboration can be used together to augment understanding of data and advance know-how.

Marketing and communications teams should expect to focus more heavily on their company's response to social and political issues, as social and business activism show no sign of abating. This is among the key prognostications for the industry in 2019 discussed by the Society for New Communications Research of The Conference Board (SNCR) fellows.