Facebook today, gone tomorrow?

By Matt Porter

March 27, 2014 Updated Mar 27, 2014 at 6:51 PM EDT

(WBNG Binghamton) With dozens of social media platforms like Facebook and Twitter, can any platform stay at the top forever?

Many local businesses recruit expert help to navigate the ever-evolving social media landscape.

When Dan Polhamus opened Food and Fire in Johnson City, he posted pictures of the new construction on Facebook before the restaurant opened.

Hundreds responded with likes and comments and made him take note of the power of social media.

"It really took off, and once we realized how many people were interested in what we were doing," Polhamus said. "We realized the potential to invest in social media and make it a part of our strategic marketing plan."

Polhamus' entire staff has taken note of the power of using social media to bring in customers.

Bartender Tiffany Holmberg uses Instagram and Facebook to post pictures of new craft beers on tap and other new inventions from the bar.

"I put like a riddle or a catchy phrase to go with the picture and that way people see it and make them laugh," Holmberg said, "and then they'll want to come in and see you."

With so many kinds of social media and tools to use them, many local businesses bring on experts to help market their brands.

Chris Strub, Social Media Director at Ad Elements in Binghamton, said most of his job is focused on matching clients with the best types of social media for them.

As new applications emerge, Strub looks for their potential in helping his clients like Food and Fire.

"I make sure our clients are leaders in the local area in terms of being able to react to those changes," Strub said.

At Binghamton University, they started slowly with a single Facebook page.

"It's really amazing when we started our Facebook page about six or seven years ago, it had a really small following," said Ryan Yarosh, Director of Media and Public Relations at Binghamton University.

Now, the university has the largest Facebook presence out of all SUNY schools with a fan page almost reaching 30,000 fans.

Yarosh said the university is always on the lookout for new opportunities.

He said the university signs up for every social media platform it can find, even if it doesn't use it right away.

For example, the university has had an account with Instagram, a photo sharing application, but it only started using it when it became a hit in the last year.

"So once we see and notice this is something that is really taking off," Yarosh said. "Everytime we post a photo it's getting hundreds of likes and shares and its from a demographic we're interested in engaging with, then we know that's a place we want to invest our time."

But, not all social media lasts forever.

Friendster, MySpace, and LiveJournal are all former social media platforms that have come and gone.

Popularity is no guarantee any social media platform can stay forever.

Could Twitter be next?

Twopcharts, a website that tracks activity on Twitter, found only 11 percent of Twitter users that signed up in 2012 still actively tweet.