Social media marketing is constantly evolving. New social networks pop up constantly, whilst other platforms may start to see a shift in demographics – for example Facebook used to be considered to be for people in their teens and early twenties, now the average Facebook user in the U.S. is 40.5 years old. It’s really important therefore to keep up with the demographics of each platform, to make sure you’re reaching the right people. It’s also important to keep up with new features and advertising options. One thing that should remain the same however, is your core marketing principles.