We have some fantastic updates coming from Twitter and Instagram this week, as the year is about to end. So, sharing with you, my top four picks on the 'updates that took place in 2017 in social media'.

1. Facebook Messenger Chatbots / Other app based Chatbots: Customer's interaction with the brands has become very easy via chatbots. They are now used extensively and have been efficient in reducing the gap of timely human to human interaction. One of the example of my recent interaction was with the Starbucks chatbot, which is taking the order, informing when it is ready, the price and the payment options and then customizing the content according to preference for the next time. I don't know currently how chatbots will impact the employment rate in the future, because it does reduce the human intervention in all the processes. 
2. Whatsapp for Businesses: Whatsapp rolled out 'Whatsapp for Businesses' this year which has now become a strong marketing tool for many organisations, especially in the service industry. Promotions, customer service, reservations/orders, direct communication with the individual customer, feedback management and many more tactics are being executed using the simple app.
3. Twitter Threads: Twitter rolled out this feature to post bunch of connected tweets at one time. The person has to click on '+' after the first tweet to thread the second and more tweets together. It is being reffered as tweetstorm because people can now post longer tweets than Twitter’s already-extended 280-character limit. Only time will tell whether it will be easy for brands and users to communicate or will it add to more confusion?
4. Instagram 'Follow Hashtags': As they say, save the best for the last, and this is one of the best updates from Instagram in 2017. It was very difficult to search the popular hashtags everyday, see the curated content and monitor it. With this feature, you get the content of a particular followed hashtag in your feed. With this, my trust in organic reach and engagement is restored otherwise the only way to succeed on social was the paid way! More likes, more comments but less follows on the account, is what, I foresee in future with this update. 

These features/updates/trends highlighted above really stood out for me because all of them spoke one marketing mantra - 'Keep it simple, stupid'. And, they definitely are making it very simple for brands and consumers to engage with each other.