It's quite surprising how fast the digital landscape in the last 20 years. Even more unrelenting, the pace at which social media platforms have evolved seems even quicker at times.
Facebook, the longest tenured social platform as of this writing is still "only" 14 years old. I can tell you that it looks very different from when it first started, and certainly caters to a much broader audience. With twitter, Snapchat, and Instagram following later, each platform has grown in its own way, catering to a broad, diverse, and yet at the same time, particular audience.
It's important for a business that employs a social media strategy to stay apprised of the latest updates and changes to each platform. Many changes and updates are specifically tailored for the business user, and as such, should be adopted as early as possible. I am of the firm believe that a business that takes the "innovator" approach and adopts the newest tools has a greater likelihood of success with their strategy.
I am constantly scouring blogs and news outlets for changes large and small, that business can leverage. Identifying the newest features to implement is just one of the many benefits to having a consultant manage the expectations of your social strategy.