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2016’s Biggest Social Media Trends for Business

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This year, social media adoption hit a new high. Around the world, there are now more than 2 billion active social media users (growing at a steady pace of 25 percent a year).

This means more people now regularly use social media than the entire populations of the United States and China, combined.

The runaway expansion of social media hasn’t, of course, escaped the notice of businesses.

Social media, much more so than the web itself, has become the new ‘front door’ for business today. Nine out of 10 US companies are now active on social networks. 90 percent of businesses see increased exposure as a result and more than half report improved sales.

In 2016, the pace of social media change will accelerate even more.

The good news for businesses is that major social networks like Facebook, Instagram and Twitter are figuring out ways to make it even more simple and productive for companies to engage with customers—and employees.

Meanwhile, more and more tools are emerging that make it easier to track the impact of social media business use, whether for marketing, customer support or HR.

So what exactly is in store for 2016?

Here are 5 key social media trends for 2016 that businesses should be looking at:

Social media at work is on the rise.For years now, we’ve been promised that a new generation of internal social networks—for use inside company walls—will spell the end of email.

No more hunting through your inbox for information. No more group email threads from Hell. And yet email has lumbered on in the workplace.

Well, until now. Slack has proven a game-changer.

Its intuitive interface, built around themed chat rooms and searchable archives, has propelled it to more than a million daily active users in just two years time, from the team at NASA to the team at your local coffee shop.

Meanwhile, Facebook’s new workplace networking platform Facebook at Work is officially being used in trial mode by 300 companies (including mine).

With studies showing that using social media at work increases productivity and engagement, it’s only a matter of time before more businesses get on the bandwagon.

Companies turn to their own employees for bigger social media reach. Nearly 80 percent of businesses now have a dedicated social media team.

But many still struggle to reach an audience. 2016 will see companies turn increasingly to an underused resource in the effort to get the word out: their own employees.

Employee social advocacy programs, which encourage staff to share updates about the business on their own social media accounts, have grown by 191 percent since 2013 and are due to take off in the year ahead.

When done right, the payoff can be impressive: companies not only expand their social media reach dramatically, they also get measurably better results.

Content shared by employees, by one recent measure, gets eight times more engagement than content shared by brand channels.

A new generation of tools to facilitate employee sharing (including one that Hootsuite developed) should help this approach go mainstream in 2016.

Companies start paying attention to social messaging. Here’s an eye-opener: Globally, there are nearly 4 billion active users of messaging apps, from WhatsApp and Facebook Messenger to WeChat and Kik.

The top 5 apps in the world in terms of frequency of use, in fact, are all messaging apps: users are popping them open more often than even Facebook or Instagram.

What does this mean for companies? So far, not much. Messaging remains largely in the black box known as “dark social.” Right now, it’s kind of a mystery what content is being shared among users and how that affects web traffic and “conversions.”

Intrepid brands—fromHellman’s to Absolut and HBO—are testing the waters, but by and large messaging’s huge potential remains untapped.  

But 2016 may well be the year that analytics and insights become more readily available, enabling companies to develop full-fledged strategies around social messaging.

All the major social platforms now have messaging components, and it’s only a matter of time before they figure out how to make that data available to businesses for marketing purposes. 

In the meantime, messaging is already emerging as a key channel for one-on-one social customer service.

Twitter lifted its character limits and follow requirements on direct messages earlier this year with customer support in mind, and Facebook Messenger has been busy piloting customer service features of its own. 

Social media advertising (really) takes off. Haven’t noticed the exponential increase in ads on your social media feeds?

That probably means they’re working. In contrast to old-fashioned banner ads, the new generation of “native” social media ads like Facebook and Instagram sponsored posts and Twitter promoted Tweets look and act a lot like normal social media updates from friends and followers.

They’re also targeted with an uncanny degree of precision: Advertisers are able to drill down not just by age and gender but by interests, location, company affiliation, role and more. So the ads you get are probably the ones you actually want to see.

For all those reasons, companies ramped up social media advertising in 2015, withspending increasing 33.5 percent to nearly $24 billion (especially impressive because a few years ago that number was $0).

Expect to see those trends continue: By 2017, social media ads may account for a full 16 percent of all digital ad spend globally.

Fueling the growth: a host of new tools that let small businesses design and pay for social media ads in a few clicks—simplifying a process that was once the exclusive domain of high-priced media buyers.

Social video takes over. In case you missed it, social video is exploding.

Last year, Facebook more than doubled its daily video views to 8 billion, reportedly overtaking YouTube.

Twitter launched native video of its own in 2015, while Snapchat now reports 6 billion daily video views in its own right. In total, adult users now consume a total of 66 minutes of online video, each and every day.

Expect that total to climb to lofty new heights in 2016. ‎
Facebook is readying to roll out features like Suggested Videos and maybe even a dedicated video feed, andSnapchat Stories are growing ever more popular and feature rich.

Little wonder that70 percent of companies now say video is the most effective tool in their online marketing belts and two out of three businesses expect it to dominate their strategy going forward.

Despite the stats, many companies are still reluctant to get into the social video game for one reason: the cost of professionally shot video can be prohibitively expensive. But alternatives are multiplying.

Shorter formats, from 8-second Vines to 15-second Instagram videos, not to mention streaming video like Periscope and Meerkat, offer a hassle-free entree into the arena.

Meanwhile, crowdsourcing campaigns and tools are emerging as an ever more popular way for companies to gather and share video.

The biggest trend of all for 2016, however, hardly requires a crystal ball to see.

Around the world, social media is quickly becoming business as usual for companies. Facebook, Twitter, Instagram, LinkedIn and other networks have fundamentally changed how companies reach and interact with customers, offer products and services, communicate with employees and — in a nutshell — do business. And that wave hasn’t even begun to crest.

Culled from Ryan‎ Holmes‎’ blog (LinkedIn Pulse‎)


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Gold Hits Record $5,110/Ounce Amid Trump Tariff Threats, Geopolitical Fears

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Gold prices smashed through $5,100 per ounce on Monday, January 26, surging to a historic peak of $5,110.50 as investors rushed into the safe-haven asset amid escalating geopolitical tensions and U.S. policy volatility.

Gold Hits Record $5,110/Ounce Amid Trump Tariff Threats, Geopolitical Fears

Gold

Spot gold climbed 2.2% to $5,089.78 by 0656 GMT, while U.S. February futures rose similarly to $5,086.30. The metal, up 64% in 2025—its strongest annual gain since 1979—has now advanced over 18% year-to-date, fueled by safe-haven buying, anticipated U.S. rate cuts, China’s 14th consecutive month of central bank purchases in December, and massive ETF inflows.

Analysts point to a crisis of confidence in U.S. assets, sparked by President Trump’s erratic threats last week. He retreated from tariffs on European allies to pressure Greenland seizure, then vowed 100% tariffs on Canada over a potential China trade deal and 200% on French wines to push President Emmanuel Macron toward a “Board of Peace” initiative.

“This Trump administration has caused a permanent rupture in global norms, driving everyone to gold as the sole refuge,” said Kyle Rodda, senior market analyst at Capital.com.

A weakening dollar—hit by a rising yen and pre-Fed meeting caution—further boosted gold’s appeal for non-dollar holders, with markets eyeing possible yen intervention.


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Firm Identifies AI as Common Denominator in Entertainment Industry’s 2026 Security Threats

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In its Kaspersky Security Bulletin, the cybersecurity company’s researchers identified critical threats expected to affect the global entertainment industry in 2026, from ticketing and visual effects pipelines to content delivery networks, games and regulation.

Artificial intelligence is changing how people buy tickets, watch movies and play games – and it is also changing how malicious actors target those experiences.

The entertainment industry is particularly sensitive to AI because the technology does not only automate back-office workflows; it increasingly creates and imitates the core product itself – human-centered stories, performances and visual experiences.

Kaspersky researchers highlighted five critical threats emerging as AI integrates deeper into entertainment workflows and consumer experiences.

What happens when ticket markets become an arms race between algorithms and scalpers? Kaspersky predicts that AI will make dynamic pricing faster and more granular, while also giving scalpers better tools to identify profitable events, deploy bots at scale and manage resale pricing across multiple platforms.

Even when artists choose fixed face values, AI-driven resellers can recreate “dynamic” pricing on secondary markets by adjusting prices in real time based on demand signals.

How will AI-commodified visual effects affect the risk of leaks? As high-end computer-generated imagery becomes more accessible through cloud-based AI platforms, studios will connect to larger networks of small vendors and freelancers.

Kaspersky expects attackers to target this extended supply chain by compromising render farms, plug-ins or small post-production houses in order to quietly steal sequences, assets or episodes before release, bypassing more heavily protected studio environments.

Could content delivery networks become a direct target? CDNs now carry unreleased episodes, game builds and live streams for many major entertainment brands, concentrating valuable content in a small number of providers.

AI-enhanced attackers will be able to map CDN infrastructure more efficiently, locate where premium content resides and search for weak credentials or configuration errors. A single successful compromise could expose multiple titles at once or allow malicious code to be injected into legitimate streams.

How will generative tools change abuse patterns in games and fan communities? Players and power users will continue to jailbreak in-game AI companions and content editors, and to use external generative models to produce material that would normally be blocked – such as hyper-violent or sexualized scenarios – and then reimport it into games, mods, or fan videos.

There is also a risk of personal data appearing in “creative” outputs if training or fine-tuning data is not properly cleaned, for example, when lyrics, dialogue, or imagery inadvertently include real names or other identifying details.

What role will regulation and compliance play for AI in creative work? Lawmakers and industry groups are moving toward rules that require transparency about AI-generated media and clearer consent and licensing practices for training on copyrighted material.

Kaspersky expects this to drive the creation of new roles inside entertainment companies, similar to COVID-compliance managers on film sets, focused on AI governance: checking how AI tools are trained, how they are used in production and marketing, and whether they comply with contractual and legal requirements.

“As we examined different parts of the industry, it became clear that AI is the thread running through most of the emerging risks.

“By diving into this, we wanted to highlight that AI will not only help defenders detect anomalies faster, it will also help attackers model markets, probe infrastructure and generate convincing malicious content.

“Studios, platforms and rights holders need to treat AI systems, and the data behind them, as part of their core attack surface, not just as creative tools, and build security and governance around that reality,” said Anna Larkina, web content analysis expert at Kaspersky.

 


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Firm Detected a Fivefold Surge in QR Code Phishing Attacks in the Second Half of 2025

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Kaspersky has reported a spike in phishing emails containing malicious QR codes. Detections for these jumped from 46,969 in August 2025 to 249,723 in November 2025 – a more than fivefold growth – as cybercriminals increasingly exploit QR codes, a trend that will likely continue in 2026.

Attackers use QR codes in emails more frequently because they provide a simple and cost-effective way to conceal malicious URLs, evading detection by many protective solutions.

These QR codes are often embedded directly in email bodies or, even more commonly, within PDF attachments – an evolution that both masks phishing links and encourages users to scan them on mobile phones, which may have weaker security than work PCs.

Malicious QR codes commonly appear in mass phishing campaigns as well as targeted ones. Links embedded within them may lead to:

  • Phishing forms impersonating login pages for services like Microsoft accounts or internal corporate portals, designed to steal usernames, passwords, and other credentials.
  • Fake HR notifications urging employees to review or sign documents, such as vacation schedules, or even view lists of terminated staff, ultimately directing to credential-stealing sites.
  • Fraudulent invoices or purchase confirmations in PDF attachments, often combined with vishing (voice phishing) tactics that prompt victims to call provided phone numbers to “cancel” or clarify the transaction, enabling further social engineering attacks.

These tactics exploit trust in routine business communications, leading to credential theft, account takeovers, data breaches, and financial fraud.

“Malicious QR codes have evolved into one of the most effective phishing tools, particularly when hidden in PDF attachments or disguised as legitimate business communications like HR updates.

“The explosive growth in November 2025 highlights how attackers are capitalising on this low-cost evasion technique to target employees on mobile devices, where protection is often minimal.

“Without advanced image analysis at the email gateway and safe scanning practices, organisations are left vulnerable to credential compromise and downstream breaches,” comments Roman Dedenok, Anti-Spam Expert at Kaspersky.

To defend against this escalating threat, Kaspersky recommends educating employees on cybersecurity and deploying a mail server security solution such as Kaspersky Security for Mail Server that provides trusted and secure corporate email exchange, countering spam, email-borne infections, all forms of phishing, business email compromise (BEC), QR code attacks, and other threats.


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