Mallorie discusses 5 social media trends from 2015 and their implications for branding strategies: 1) Driving traffic off social media sites by owning your online presence rather than relying on third parties; 2) Growing attention spans allowing for long-form content; 3) Prioritizing high-quality brand content over products; 4) The rise of disappearing media like Snapchat; and 5) Consumers expecting real-time brand responses. She provides tips for capitalizing on these trends such as creating blogs, testing microsites, focusing on user-generated content, and streamlining response processes. Mallorie predicts more Facebook advertising, a focus on Gen C over Gen Y, widespread multimedia creation, and ad platforms improving to match Facebook's capabilities