Comments for 10 Ways Social Media Will Change In 2010

10 Ways Social Media Will Change In 2010

2009-12-11T14:00:00Z

This time last year, I wrote about the 10 ways social media will change 2009, and while all predictions have materialized or are on their way, it has only become clear in recent months how significant of a change we've seen this year. 2009 will go down as the year in which the shroud of uncertainty was lifted off of social media and mainstream adoption began at the speed of light. Barack Obama's campaign proved that social media can mobilize millions into action, and Iran's election protests demonstrated its importance to the freedom of speech.

]]> This guest post was written by Ravit Lichtenberg, founder and chief strategist at Ustrategy.com - a boutique consultancy focusing on helping companies succeed. Ravit authors a blog at www.ravitlichtenberg.com.

Today, it is impossible to separate social media from the online world. Facebook reached 350 million users last month -- 70% of whom are outside the US -- and it accounts for 25% of the Web's traffic, according to Pew nearly one in five people on the web use Twitter or some other service to check status messages, and 94% of enterprises plan to maintain or increase their investment in enterprise social media tools. The social media conversation is no longer considered a Web 2.0 fad -- it is taking place in homes, small businesses and corporate boardrooms, and extending its reach into the nonprofit, education and health sectors. From feeling excitement, novelty, bewilderment, and overwhelmed, a growing number of people now speak of social media as simply another channel or tactic.

So what will social Web bring next? What will "being connected" mean? What will the next experience be for the 2 two billion people who are connected to the Internet? Here are 10 ways what we've called social media will evolve in 2010.

Social Media Will Become a Single, Cohesive Experience Embedded In Our Activities and Technologies

By this time next year, social media will no longer be "social media" -- it will be an integrated, unquestionable component of your online and offline experience. Last year we spoke of cross-platform integration across media sites. Open APIs and OpenID made that possible, and even LinkedIn announced last month that it too will finally open its APIs. 2010 will be about integration and a single, cohesive experience across platforms as well as across products and devices -- Web, mobile, TV, and video -- will become near-inseparable experiences.

Users will access content from any device or platform, co-create and mashup their photos, videos and text with traditional content while interacting with each other. Publishers will create new kinds of content for the connected world, and the last years' lull in good entertainment will finally be lifted. This trend will cut across all of our activities -- from playing games to shopping to emailing and texting -- nothing will be lost; everything we do will be gathered and streamed together, allowing people to view their world of activities as if it were projected in front of them, open to change, review and input at any point in time from any device or online tool.

Social Media Innovation Will No Longer Be Limited By Technology

With Web technology maturing and the near-elimination of previous barriers such as closed platforms and discrete logins, companies will now look to innovate the way they use existing technology, rather than focus on technology enhancements themselves. We will see a move to leverage existing assets -- content and capabilities -- in new ways, turning information to wisdom and insight to action. Whereas once user research required focus groups and usability tests, companies will utilize the Web's capabilities to achieve the same. Naturally occurring conversations will be utilized in product innovation and design, and companies will create incentives for people's attention and engagement while repurposing and analyzing content and engagement in new ways that will deliver valuable input.

Mobile Will Take Center Stage

Worldwide, the iPhone alone accounts for about 33% of mobile web traffic and IDC predicts the number of mobile web users will hit one billion by 2010. As the technological barriers come down, people will increasingly use their phones on-the-go to access social networks, search, read content and find location-based information. Our phones will be used as a central hub and beacon -- enabling a slew of new capabilities and experiences.

Expect an Intense Battle As People and Companies Look To Own Their Own Content

2009 marked the year of open Web, and divergence of content, making content available anywhere, anytime, by anyone and to everyone; it was the year content exploded across the web, platforms and devices. The issue Google solved so magically -- content find-ability -- will become all but moot in the coming years. Instead, content relevance and quality will become the key focus. In 2010 we will start to see convergence as companies take measures to own their own content, its location and its cost. Last month, Rupert Murdoch announced he may opt News Corp out of Google, instructing it to de-index its publications from the search engine and giving exclusive rights to Bing for a fee. This means that content publishers will be able to determine where they make their content available and at what cost.

With the growth of user generated content and the dwindling relevance of search results, people will gradually shift their trust from large aggregators like Google, Microsoft and Yahoo, and move to searching and finding content at specific locations and, eventually, creating and integrating their own content hub into the rest of their personal digital experience. "People don't realize that everything they do -- on Facebook, Ning, Google and with their credit cards -- is being collected, tracked, analyzed, owned and monetized by these companies who provide (so-called) free services. It's not a healthy model." Says John Faber, COO of af83, a Drupal development house and co-founder of the upcoming DrupalCon.

Enterprises Will Shape the Next Generation of What We've Called "Social Media"

It was easy to forget that enterprises and large institutions are the originators of some of social media's pillars: listservs, forums, intranets and collaboration tools. As social media became a public domain, enterprises have been cautious participants, predominantly in the product space, with few visionary leaders like Zappos, IBM and Dell. But cautionary they are no more. With a reported average of 25% increase in funds allocation toward social media activities, in 2010 we will see a surge in adoption of social media across product, services and solutions companies.

Having the need and the funds, enterprises will determine the next generation of social experiences. They will push enhancements that meet their needs, specifically around monitoring, automation, alignment with the sales cycle and integration with existing systems, expanding social "media" to encompass the ecosystem of social computing across solutions, and making them actionable for the company. Jive, blueKiwi, Remindo and Sharepoint support companies internally. Most recently, Salesforce.com released Chatter, designed to turn the corporation, and CRM, social. With its APIs opening later this year, "Chatter can become a new layer over its Force platform, already being used by 68,000 customers, enabling companies and developers to leverage the Salesforce infrastructure in a secure environment," said Bruce Francis, VP corporate strategy Salesforce.com.

Next page: ROI Will Be Measured -- and It Will Matter

ROI Will Be Measured -- and It Will Matter

Return on investment on social media activities has been challenging to most companies this year. Surveys show only 18% of companies say they saw meaningful return on investment from their social media activities while the other 72% report modest, no return or inability to measure the return on their investment in social media. While the definition of ROI is evolving to better fit the world of relationships and networks, the ability to demonstrate ROI in hard numbers -- not in followers or fans -- will become a baseline business requirement in 2010. Already, both traditional firms and startups are working feverishly to demonstrate they can turn hype into science. But, only those companies who will be able to analyze and predict hard returns on investments will last.

Finally: Real, Cool and Very Bizarre Online-Offline Integration

Virtual worlds, games and avatars were just the beginning of the online-offline integration. In 2010 we'll see a greater push on this front as distance and physical walls will matter even less. Augmented reality -- already integrated into Yelp's latest geo-tagging enabled application -- will allow users to find relevant information and people depending on their location; Twitter360 will help people find each other, connect and see updates by location all while on the go through their mobile device. People will be able to scan products on shelves but process the sale online; you'll never need to ask for a business card again at events -- and you may actually get promotions and discounts that match your interests.

Many "Old" Skills Will Be Needed Again

An economic downturn coupled with the surge of social media eliminated many traditional marketing and PR roles. But this year, we'll see the return of professionals to the field. Enterprises will turn back to marketers who specialize in understanding customer psychology and who are experienced in addressing these both offline and online. Research and development divisions will turn to customer experience professionals to draw on user needs and ideation as part of their product improvement and innovation process, and sales and support will continue to deliver services online. Expect to see job postings for social media managers, social media psychologists and social media executive administrators to help manage the infinite tasks involved with communities and social media campaigns.

Women Will Rule Social Media

2009 revealed the growing role women play online. Women make 75% of all buying decisions for the home, and 85% of all consumer purchases. Social networks have at least 50% female members, and it is women ages 35-55 who make up the fastest-growing population on Facebook -- not the expected Gen-Y population as previously anticipated. Previously limited by organizational hierarchies and job demands, women today are free to create, express and promote themselves using social media channels. Innately excelling at communication, relationship building and multi-level attention, women will take the reins on their careers and network becoming both a sought-after consumer segment as well as driving business strategies for social-media-connected companies.

Next page: Social Media Will Move Into New Domains

Social Media Will Move Into New Domains

As social media becomes integrated into our experiences online, it will have an impact on verticals such as nonprofit, job training, education, and health care. University of the People -- a UN-backed initiative to offer free education in emerging markets -- is using the power of distance learning and virtual collaboration. Obama's campaign for job training also highly relies on the power of online interaction. "The top 10 companies to work for are going to become learning companies. Instead of having 10% of time to philanthropic activities, they'll spend 10% of time on learning or teaching," says Chris Heuer, founder of Social Media Club and director at iStrategyLabs.

"Sites like I'm Too Young For This, and Know Cancer Community prove that no topic is too complex for social collaboration. These site help people connect and share information previously only available to their doctors," says Jennifer Benz of Benz Communications, a consultancy that works with companies to introduce social media capabilities into employee benefits and health care communication. "Companies who integrate social collaboration and conversation into health care find they have more knowledgeable employees and patients who can make smarter choices and improve the quality of their care."

Social media as we knew it even 6 months ago has changed. By this time next year, it will have become fully integrated into everything we do online and offline. By the end of this year we'll see a move toward greater control over content and companies will fight over social media land grabs in preparation for the future.

By next year, we will no longer speak about social media technology but about what we've been able to do with it. We will discuss power of ownership and only accept quality, relevant content. As we move to automatically accept a narrowed selection of the mass content online, we will begin to crave larger reach again and the natural process of chaos and order -- constriction and expansion, convergence and divergence -- will repeat itself in an ever-accelerating pace.

Whether you are an individual, a startup, small business or a large corporation, an online presence and an ongoing conversation with your constituents is a baseline requirement -- and will take time and expertise. Companies are diverting resources and rethinking their traditional outreach strategies. "Whether you're recruiting, looking for investment, trying to get buzz -- you need to be visible," says John Nogrady, director, emerging business at Microsoft bizpark, and serial entrepreneur. Brian Zisk, founder of SFMusicTech, which is taking place in San Francisco this week, says "If you're out there as a genuine contributor in the community you can reach out to many people. Take the FooFighters' free Facebook concert, or Zoe Keating -- a local artist with over 1.2 million fans online. Their ability to connect with their fans was made possible because of the Internet."

As you read this, it may seem far reaching but so did a presidency won through the power of online community not too long ago. Whether you are a novice finally giving in to the pressures to "get on social media," someone who is highly experienced, or a visionary already looking for the next big thing, you will play a role in social media in the coming year even through your simple, daily actions. And as the social media wave dissipates into the vast ocean of connected experiences, the term itself will become an entry in dictionaries and encyclopedias and we will embark on a new era of knowledge, accessibility and experiences unbound by distance, time or physical walls.

Photo by Francois Bouly

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1. More businesses will bring in bloggers as part of their organizations.
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3. 70% of businesses still use social media inefficiently

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Comment from Julia on 2010-02-28

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Hello,

Thank you for these predictions.

Most of the predictions for social media that I have read for 2010 have predicted increased use, scope and popularity of social media. But I have also read that there is a tiny trend of people dumping their social media profiles. There are even a few sites emerging to erase all your social media data from your profile.

I wonder if social media can continue to grow as predicted or if these other small movements will gain momentum. When social media become business media, will people still want to play?

Thank you for your insights,

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Comment from Bob B on 2010-01-19

2010-01-19T12:39:53Z

I’d like to see all social media sites connected together to track how much time people spend on them and limit it to a much smaller number than most spend now so that we don’t forget to get out in life and spend real time directly with friends and family building closer relationships. Yes, I’m a fan of social media, yet I also think they are far to time consuming and they really don’t need all these features except to KICK US OFF sometimes and not let us log back in for a few days.

Comment from Richards123 on 2010-01-12

2010-01-13T06:53:36Z

Hey, I saw the same point about mobiles being used for social networking & companies taking it more seriously in another very interesting article as well... you guys could check this out also, http://blog.socialmaximizer.com/social-media-%E2%80%93-avatar-in-2010/
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Comment from chandan on 2010-01-07

2010-01-08T06:57:37Z

Thank you for the well explained article on social media. Well I also thinking that social media is going to change with new revolution. The entrepreneur prefer much to promote their site via social media than search engine.

Comment from Linked Media Group on 2010-01-05

2010-01-06T05:39:11Z

Great, powerful insightful post - thanks so much. I would add one of the challenging issues for SMB (small to medium sized biz) is dealing with how much if any to outsource Social Media and how to develop an appropriate content and dialogue strategy for multiple platforms. I think we will also see next generation Ping.FM like platforms that will make it easier to move your social comments and presence around on the public/social web. Last but not least, Social Media is all empowering but some times those of us in the media centers tend to forget that some areas of the US and world are still "waking up" to Social Media. I'd also put a plug on for Search Marketing morphing/integrating with Social Media, especially when you factor in "real time" search.

Comment from The Smallmighty on 2010-01-05

2010-01-05T11:55:51Z

Make no mistake, there are a lot of people ready to profit from an organisations confusion and reluctance to recognise, listen and talk to the long tail. Social media marketing madness has already taken off but so many mass-trained marketers are at the helm of large organisations and they have no idea what's coming.
Your article is brilliant and we can only hope that more marketers wake up and smell the coffee and start imagining and actioning:
1. a day when someone has a good idea and within a matter of moments that idea can be brainstormed, challenged, and embellished to become the next great brand concept.

2. a day when research groups of 20 bored men and women being paid for their forced and unnatural opinion on topics they have no real interest (other than the refreshment and participation fee) are replaced by ‘real time’ opinion and thoughts from brands citizens

3. a day when a brands citizens compete for their head space to talk to about a great new brand that they’ve prototyped on the corporate web site which they can make happen and everyone share a greater reward.

4. a day when our marketing budgets are spent on conversing directly with the individuals who matter…real time!

5. a day when a brand that was born from the community who will nurture it and advocate it is demanded without one penny being spent on ‘paid for’ media.

Smallmighty Marketing!!

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2010-01-05T02:19:00Z

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Comment from Yael Rozencwajg on 2010-01-03

2010-01-03T09:57:31Z

Hi all and Happy New Year from Paris.
After reading so much articles about Social Media, our expectations and its evolutions, there is a missing point I've noticed: Social Media has always existed!
People just put a name on a phenomenon and a growing movement which came from communities.
Communities has always existed.
Of course Social Media won't stay as it seems now, it will evolve, more, it will be a new way of life, that will be so natural for us during this new decade, that we'll all forget from where it came.
But it will take time, and I'm not so sure masses will transform the movement as fast as you describe it here.
But yes, there is a pressure from the market, people are looking for innovations, and that's the point we have to explore: Seth Godin explains it in his book "Purple Cow" the exact evolution between old Social media: the 5 'Ps' by TV, masses advertising and the new Social media the single "P" which is about innovation.
People's ideas have to be highly qualified, products or services must be innovative so evangelists and communities ambassadors could notice them and share them with their tribes.
So all is about prediction, let's look at the reality needs, and how people use it in their social life.

Comment from Una Page on 2010-01-02

2010-01-02T20:39:38Z

For me, the advancement in any way is fascinating. However, I cannot agree with the title "social media" in the ways of connecting people. To be social means to socialize with others but to be honest the more friends I see on Facebook the less I see them in real. Each time I log I just get bored and nothing can replace the real face 2 face chat.
On the other hand, and like I said, advancement in any field is fascinating and therefore it the impact social media had on businesses either big or small is fascinating. It is great for promotional purposes and it truly connects providers with buyers on a more convenient way.

Una

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Comment from Curt D on 2010-01-02

2010-01-02T18:45:44Z

We study search demand/supply trends from around the world to find profitable niches and products, and the main problem with predictions is that no one looks at the "supply" side to these predictions. A niche, or hot predictions, is not just a demand side issue, but a supply/demand curve. If you predict IPHONE apps will take off, and there are already 100,000 aps, then you aren't going to hit that one. If you see that demand for cell phone radiation shields is going nuts and there are only two suppliers, then you can be pretty sure that it will be a good year for those 2 supplies. The software at www.TheInternetTimeMachine.com studies both the demand (search volume) and supply (think "results" in Google). The Google Phone is generating much more buzz right now then say the Apple Tablet.
Cheers,
Curt
Here is a video on what I mean.. http://bit.ly/SupplyDemandCurves

Comment from Joanna Szandrocha Collingham, London London SW5 on 2009-12-31

2009-12-31T21:09:12Z

Nice article. I believe most of the change will be happening in the mobile market... iPhone...Google phone.. there are so many ways to expand and people want to be connected 24-7 no matter where they are.

Actually, many big companies like Microsoft, Coca Cola and Protor and Gamble are using social media now. Some have their own social networking websites for their customers and company employees. Many small businesses are also taking social media up.

Comment from Alexa Samuels on 2009-12-30

2009-12-31T03:46:31Z

Ravit, I thought your post was great and included it in my review of a handful of social media experts' predictions for the industry in 2010, FYI.

http://alexasamuels.com/2009/12/30/2010-predictions-common-threads/

All the best for 2010.

Comment from erlangga on 2009-12-30

2009-12-31T01:11:40Z

great prediction,..but we'll see...

Comment from HomeLoanModification on 2009-12-30

2009-12-31T00:14:16Z

I am totally excited about social media and it's power to inform and mobilize like-minded people without the biased filter of old media.

Comment from reallychill on 2009-12-29

2009-12-29T22:34:58Z

I dunno, I think social media is great but when you have 16,000 of them on twitter. it turns the conversation into more of a joke: http://reallychill.org/comedy/breaking-news-new-government-program-to-support-social-media-expert-depression/

Comment from buoyancy aids on 2009-12-29

2009-12-29T13:25:37Z

All the 10 things are really interesting. I hope media will definitely be benefited by changing these 10 things.

Comment from Syam Buradagunta on 2009-12-28

2009-12-29T03:26:18Z

Fascinating predictions. I'm especially interested in seeing how social media manifests itself in the nonprofit sector. Thus far, it has been a "bust" for nonprofit fundraising but i do see so much promise in the use of social media for the next generation of donor relationship management which, to date, has been the domain of bulky and expensive legacy systems and companies.

Comment from Simren on 2009-12-28

2009-12-29T01:06:55Z

Amazing article, vastly insightful. What I am most interested in seeing is the adoption and manipulation of social media within a B2B climate -- and also the metrics, measurement and ROI created and received at the B2B level. I understand it more as a tool for branding, awareness and SEO but that's only right now. I'm waiting for that next wave to facilitate conversion for the small to mid-level B2Bs!

Comment from Business Coaching CT on 2009-12-28

2009-12-28T21:34:51Z

I found your article informative. Social media is a big topic out there for small business owners - should they invest the time in it?? I guess Social Media is here to stay.

Comment from Rose Simpson on 2009-12-28

2009-12-28T11:07:59Z

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Comment from http://www.topnflnews.com/ on 2009-12-27

2009-12-28T03:25:13Z

hope it will change better and better

Comment from KredytY on 2009-12-25

2009-12-25T20:03:10Z

Good proff article, helpfull for my engineer project. Best Regards.

Comment from Inally on 2009-12-25

2009-12-25T08:50:09Z

Social Media Will Become a Single, Cohesive Experience Embedded In Our Activities and Technologies , i agree.

Comment from Tino on 2009-12-24

2009-12-24T16:54:26Z

I am anxious to see how this will all come together in 2010! There already has been platforms that will manage multiple social media sites in one location. I believe the future will be how to organize and filter all this information in order to get the most relevant information to you.

Comment from Caleb Zigas on 2009-12-23

2009-12-23T18:53:00Z

A brief story about the entrepreneurial spirit;

La Cocina is a non-profit incubator kitchen in San Francisco's Mission District. We were founded in order to provide affordable commercial kitchen space and technical assistance to low-income and immigrant entrepreneurs--mostly women--who are launching, formalizing or growing food businesses.

Because of where we are, the majority of who we serve has been Mexican women. These are women who, either through necessity or the simple love of it, began selling food from their homes, on the streets or through their real-life social networks. Over time, they became such natural entrepreneurs that their businesses have transitioned from income patching enterprises to asset generating businesses that support entire families.

These women live the businesses that they run, and, in doing so, give lie to the post above in so many very obvious ways. It is worth noting, as well, that the largest percentage of attrition from our program comes from male-owned businesses who, too often, believe in themselves more than the consumer public seems to.

Recently, these entrepreneurs have used what began as a natural extension of their social networks to grow their business and they are creating new ways of using technology to fit into what feels natural. As a result, you see mothers and daughters working together to use technology to grow their business, and it's a beautiful thing.

What might be most disappointing about the above post is the tacit acknowledgment of a father of two daughters that he has already given up on their potential. It is reassuring, however, that there are role models the world over of successful women who have been told too many times that they can't do things from people just like their father, and did what any smart woman would do--ignored him.

www.lacocinasf.org

Comment from Jorge Luis Jaral on 2009-12-22

2009-12-23T05:11:34Z

About women ruling something; my experience working with women in Mexico has been extremely bad, my conclusion is that if I want something to be left uncompleted then I should ask a woman to do it.

I'm terribly sorry to write this (as I'm a father of two girls that will grow to become women) but that's for sure, I don't know about any initiative entirely ruled by women regarding new social media or whatever technology.

Just to make it clear, I'm convinced that women should take a very important part in every major aspect of our modern society, I just don't see it yet, hopefully this will change... soon?

Comment from Social Media on 2009-12-22

2009-12-23T01:32:15Z

Thanks alot for pointing out that the ROI will matter and that it will be measured. It is possible even today, but few "Social Media Experts" wants to bother looking into it..

Merry Christmas!

Best,
Magnus Lundin - Sweden
http://www.Gamsun-Media.se

Comment from Mike Ock on 2009-12-22

2009-12-22T23:23:37Z

"Today, they are responsible for 85% of all consumer purchases, and many are affluent." The article you quoted this from mentioned this statistic with no source or qualification whatsoever...I'm no statistician but I'm pretty sure this number is highly skewed.

Comment from smf.gen.tr ,smfkardesligi.com ,smfturkiye.com ,smftoplist.com ,h1n1.gen.tr ,elektrikliaraba.gen.tr l on 2009-12-21

2009-12-22T06:42:40Z

Social Web sites are all of big bullshit (Myself)

Comment from Margaret Clark on 2009-12-21

2009-12-21T19:21:44Z

I agree with you - the pressure is on to prove ROI, and while it has been difficult to showcase, there is clearly a benefit to marketing through social media services. It's an exciting time as we work together to identify how building a solid brand relationship with consumers on social media services translates to the bottom line. Additionally, I think the fight for privacy will be an interesting one as companies continue to push users to be more open. Hopefully there will be a return to transparency, and a clear value proposition laid out to users who do make their information public.

Comment from Comment retarder on 2009-12-21

2009-12-21T16:13:07Z

Great to see that we made the list :D

Comment from latest phone reviews on 2009-12-21

2009-12-21T12:53:10Z

Women are generally proved to be better in expressing and soft skills than men.

May be that gets carried to social media too.

Comment from winttery on 2009-12-21

2009-12-21T09:13:22Z

changing is also in front of me. it might take me a long time to compeletely adapter to the new 2010 social media

Comment from Amanda on 2009-12-20

2009-12-21T07:29:09Z

Yes, I agree with Kwame| Sociatic.

Comment from Kwame| Sociatic on 2009-12-20

2009-12-20T22:37:23Z

Comment from Eric on 2009-12-18

2009-12-19T01:30:24Z

Great post. I especially like the comment on ROI. Whether it makes sense or not, companies will be looking to justification. Only overtime will we understand the right metrics to track and follow. I covered the tie between social media and email marketing in my blog post today, http://tinyurl.com/y8jwhen, be sure to read and leave your own thoughts.

Cheers

Comment from Yosef Solomon on 2009-12-17

2009-12-18T04:15:37Z

Thanks for such an insightful article. It's really amazing me how many companies and firms are finally starting to believe in this idea. Social Media has been around forever, but it just now seems to be making its mark.

Comment from Kevin Warhus on 2009-12-17

2009-12-18T03:13:10Z

Thought this article was very insightful. I strongly agree with the assumptions of the future of Social Media. With "94% of enterprises plan to maintain or increase their investment in enterprise social media tools" there is clearly a growing interest here and I feel it is a valuable tool for companies to relate to their customers. Social Medias are in fact being integrated into daily life for many market segments and they are excellent ways to contact and stay in touch with customers to increase brand perception and company traffic.

I work for a company called ShopTab that you might want to check out (http://www.facebook.com/shoptabapp). We saw a huge opportunity for eCommerce business owners who wanted to leverage and monetize their Facebook presence. Facebook ShopTab App allows these business owners the ability to create a shop tab directly on their Facebook fan page.

We feel with the use of personalization through social media sites such as Facebook, companies can continue to build valuable relations through various media vehicles and keep their customers involved and happy.

Thanks,

–Kevin (http://www.twitter.com/shoptab)

Comment from Chris @ YourNetBiz on 2009-12-17

2009-12-17T23:30:37Z

Some great points and the way the internet is moving. How we interface with our social media software will become paramount as well. It has to be easy and user friendly. Especially when our personal handheld device usage is rocketing. Even more and more we will be able to connect with friends and followers every moment of the day.
Chris

Comment from gingko on 2009-12-16

2009-12-17T06:38:09Z

I begin to experience all the whirlwind of social media integrating into our personal life since i got my latest nokia e72. together with my mobile broadband plan, i have been updating my face-book with alarming regularity, twittering, checking blogs.On Twitter people also talk to friends and have fun, of course. But many on Twitter use it to network with others in their mutual field

Comment from lattemoney on 2009-12-16

2009-12-17T01:51:58Z

hey thanks for the in-depth article. i agree with your points. on a personal level, i begin to experience all the whirlwind of social media integrating into our personal life since i got my latest nokia e72. together with my mobile broadband plan, i have been updating my facebook with alarming regularity, twittering, checking blogs, reading the news, surfing websites like rww, downloading new apps etc etc, all with the convenience of the smartphone in my hand any time any where. life, as we know it will change forever!

Comment from spenser.myopenid.com on 2009-12-16

2009-12-16T22:47:19Z

At first glance it seems that social media is democratizing the web, by leveling the playing field. If you have good content, you can get noticed, "dugg," Stumbled, etc. As a very small business with a very small marketing budget, this is great for us, because we can target our narrow audience (fraternities and sororities), and as long as our blog content is valuable and our videos are funny and entertaining (and they will be), we will get people to listen.

However, I recently read an article on TechCrunch about a company that is hired to make videos go viral, and some of the tactics described there are essentially gaming the system. We can't pay a company to do this for us, so again, we're at a disadvantage if a major player moves into our space and simply buys recognition.

I think it will be interesting for us to see how 2010 unfolds with regard to how memes become memes. How many will become popular because someone with a fat wallet wanted them to become popular?

Comment from krissy knox on 2009-12-16

2009-12-16T17:38:31Z

Very fascinating information. Thanks for sharing. It's rather exciting, especially to think that online and offline activities will become more integrated. I also like that there will be more Social Media jobs. However, I don't see women dominating these positions / jobs. I see you use Facebook as the reason that women will have more of the employment, bc there are more women users are FB, but I don't believe FB is a good indicator of your average Social Media site that bussinesses are using. I could be wrong, but businesses are more apt to use Twitter, or use it more frequently, and with more intensity. I don't have the figures to back this up, it is merely what I've seemed to notice from using both platforms of Social Media. There are millions more on FB than Twitter, but FB's use is often to keep in touch with family and friends and to play games. On Twitter people also talk to friends and have fun, of course. But many on Twitter use it to network with others in their mutual field, for business purposes, to get their products noticed, for good PR, to sell, to get their brand out there, to get to know their customers, etc. These are the ones I perceive will be filling the Social Media job positions you are speaking of. And they're on Twitter! And to my knowledge, this group on Twitter is of a greater proportion male. There are many entrepreneurs as well as other professionals on Twitter who are female, but I'm guessing there are a greater number of males. Not that it matters, it just is...

krissy knox :)
connect w me on twitter:
http://twitter.com/iamkrissy

Comment from Beck on 2009-12-16

2009-12-16T16:03:55Z

There are different kinds of content - some that can be shared and available anywhere, anytime, by anyone and to everyone;". There is other type of content, a private one, that people enter into their profiles on the mass social media network sites, which should remain private if the person entering it chose to do so by clicking the appropriat checkbox. On the other hand, who is to make sure this information was ever private to begin with?

Comment from PLANETwebfoot.com on 2009-12-15

2009-12-15T16:02:57Z

Great article, there is no doubt that in 2010 people will be more connected and will, as you said be marked by seemless integration accross a full range of digital communications. I think businesses will continue to evolve and adapt to social networking technology. We are already seeing incredible leaps, and when polled businesses are saying they are going to increase their budgetary expenditure on social media in 2010.

Comment from ElizabethL on 2009-12-14

2009-12-14T21:13:51Z

As social media sites begin to morph into marketing powerhouses, I think it's becoming increasingly important for companies to outsource their social media to a specialist.

Here's some valuable information on outsourcing your social media:

http://www.gatewaybizdev.com/blog/2009/11/outsource-or-internalize-social-media-marketing-gateway%e2%80%99s-b2b-lead-generation-blog/

Comment from Matthew on 2009-12-14

2009-12-14T18:48:02Z

Thank you for the mention. We are honored to be in such good company and mentioned by such change agent influencers. The I'm Too Young For This! Cancer Foundation is living at the nexus of advocacy, healthcare and technology for the youth culture. Please stop by and say hello. Matthew Zachary, Founder/CEO

Comment from Jeremy Mellon on 2009-12-14

2009-12-14T13:17:04Z

This is a very good article. I also think that media changes will take place in the market place with more advances in cell phone technology that matches up with social media. I also hope that one of the bi changes will be that the social media becomes more integrated and cohesive.
http://educationillusions.blogspot.com/

Comment from Jay Deragon on 2009-12-14

2009-12-14T12:29:26Z

A very well thought out assessment of what the near future holds. Insightful and articulate.

Social media is emerging into a "system" which is obviously disrupting all "systems", internally and externally. It is those who think about innovative ways to use it who will create new markets and a new economic era. If Doc Searls completes his VRM project all things will yet change again.

I'd like others opinion relative to the different "parts" of the system of social media and which part creates the most value systemically. see http://www.relationship-economy.com/?p=8170

Comment from Seobelle on 2009-12-14

2009-12-14T11:40:51Z

Thanks for this, I had recently been reading a lot on how Social Media has peaked and will drop in the upcoming months, but I disagree people are only just seeing the potential and social media is evolving to embrace the potential. I don't think social media should be a sole form of advertising it needs to be complimented with other online and offline techniques.
I'm holding out for the future as some changes Facebook and Twitter are good whereas others aren't it depends on how they take their platforms to how we can use them for personal, business and promotions.

Comment from Carmel on 2009-12-14

2009-12-14T11:38:27Z

Great article! I guess it's time for me to explore more of the world of social media. Thanks for the insights!

Comment from lecteur de cartes on 2009-12-13

2009-12-14T07:55:02Z

Wow, another interesting article about "hot Internet subject". I suppose the biggest issue with Social Media sites is the basic that it relies on "people" to make it interesting. No amount of Apps, Fancy Gui, or tools can remedy that.

Comment from Lucinda Callie on 2009-12-13

2009-12-14T02:28:41Z

Great article and some good insights into the social world ahead of us. Its really good to see where this space is heading, as being on the Australian west coast town of Perth, we are only just scratching the surface of what Social Media can do. Companies are still very nervous to get their hands dirty in the Social Playpen, but with the insights and the fact that it really can no longer be ignored (take Starbucks with their 5 million fan base on FB) I think the Aussie Social Media scene will explode in 2010!
Thanks for the great article!

Lucinda Callie - SUMO digital, Perth, Australia - twitter.com/sumo_group

Comment from Rebecca Geiger on 2009-12-13

2009-12-13T20:51:36Z

This is so cool!
Imagine that a year ago people were being banned at work for facebooking and now there are people as representatives of companies on facebook.
I love how much this has evolved since I got online a few years ago and being able to flow with the change will keep people ahead of the trend instead of just getting on board because everyone else has.
Thanks for the article I can't wait to see your predictions for 2011.. next year!

Comment from RobertKCole on 2009-12-13

2009-12-13T10:02:34Z

I might be inclined to add two additional predictions into your already comprehensive list.

First, crowdsourcing will become even more more prevalent and popular as a means to address some of the more complex challenges you mention. Individuals will continue to provide opinions, but the collective group will begin to prioritize the valuable information and disregard the spam more efficiently to highlight the most beneficial scenarios and relevant alternatives. I have to think Google Wave will have some role to play in this development.

Applications will begin to move from real-time to future time as individuals and groups begin to better coordinate the planning of events and travel with other members of their community. I am thinking future oriented social applications like Plancast and travel itinerary tools like TripIt will gain popularity and functionality to better coordinate who will be where when. It would also not be to early to see a mashup with Foursquare to validate fulfillment of those plans and perhaps penalize persons who stand-up the others by failing to show-up.

I can anticipate an interesting year with at least one surprise app or tool to lurch into the collective stream of consciousness and advance the way we integrate social media into our lives.

Comment from neteffect.wordpress.com on 2009-12-12

2009-12-12T21:34:34Z

Ravit, so glad to see your predictions are becoming an annual thing here at RRW. I love your insights.

One thing I think we need to remind ourselves is just how long social media has been with us really. It seems as though things are moving so quickly now, but for many years there was little movement in this space. On the bleeding edge of innovation things continue to move way too slowly and way too quickly, seemingly all at the same time.

A couple of thoughts:

Many have begun discussing the need for real ROI measurement in social media this year. Although I understand the desire to justify the opportunity with real numbers, I fear that we could end up doing more harm than good if we bring traditional marketing paradigms into this unique space. We did this in the late 90s with online advertising, and it backfired, and I believe it could backfire again. ROI is too shortsighted a metric for social media. We need research that shows how proactive social engagement can maximize the "long-term" value of our customer relationships. Bringing old-school advertising and direct marketing tactics into the social space will prove disastrous. Effective social marketing will likely lie in the cultivation of "social reputation."

The one thing your awesome list didn't mention is how "Social Identity" will change in 2010. We want aggregation. We want portability. We want social search. We want relationship management. We are being encouraged to live "public" and "open" lives by the leading players. All these desires are wrapped up in the problems we still face managing our lives and identities in this rapidly evolving space. Real life is coming to the web. We are all in the process of learning how to "live" online in a way that is comfortable, manageable and rewarding. We have a lot of problems to solve before the Single, Cohesive Experience can come to life. I think Chris Messina is right when he says "Identity is the platform."

Comment from Katie Lawrence on 2009-12-12

2009-12-12T20:16:33Z

Comment from Cassidy on 2009-12-12

2009-12-12T19:31:48Z

Very true stuff here. A lot of us are hoping for, and creating these changes right now. I am distributing my film, Self Helpless, using the first ever bittorrent-only release. We have conducted all of our marketing using facebook and twitter. The decision to rely heavily on social networking wasn't really even a decision. This is simply the way to do business.

Comment from Tarja Ollas on 2009-12-12

2009-12-12T19:14:12Z

Thank you for posting this. I am waiting for a time when I can talk in my own language, finnish, with all people. Automatic translations from any language to any language would change the world.

Comment from Jake Evans on 2009-12-12

2009-12-12T18:34:58Z

You're fucking high!

Comment from Holly on 2009-12-12

2009-12-12T15:49:24Z

Awesome!

Comment from Paul on 2009-12-12

2009-12-12T10:48:19Z

> Facebook [...] accounts for 25% of the Web's traffic

I got to that line then stopped reading.

Please don't post stats that are totally unfounded and inaccurate.

Comment from Exclusive Media News on 2009-12-11

2009-12-12T07:39:18Z

Great read, social media will continue to grow as the years go on as internet has went through its evolution so shall social media and social media marketing.

Comment from Paul on 2009-12-11

2009-12-12T03:51:58Z

I for one am very excited about 2010 and the role social media will play in transforming how we interact with product, services and ideas. Seems like it might be the beginning of the migration from search to discovery.

The more we live amongst our networks, the less we will be finding things of interest in a search box. Although, Google's social search experiment is pretty interesting.

Comment from Diane Danielson on 2009-12-11

2009-12-11T22:53:31Z

I think a lot of these trends bode well for women in the workplace. As companies become comfortable with incorporating social media tools into their infrastructure, employees should be able to have more flexible employment where they will be judged on productivity not face time. Those who do well (male or female) will be the individuals who can combine analytical thinking with creativity.

Comment from Sharon Baumeyer on 2009-12-11

2009-12-11T21:27:43Z

The event in Copenhagen on global warming that Obama attended was covered by many journalists. These journalist were answering live questions on their social media accounts. I can already see some cool changes and I can't wait for what else will be integrated with social media. By becoming informed and connected it is and will change the world.

Sharon Baumeyer
Thoughts.com

Comment from Martin Duhamel on 2009-12-11

2009-12-11T21:20:30Z

À lire, très intéressant!

Comment from Prateek Dubey on 2009-12-11

2009-12-11T19:19:17Z

Ah! Great to see that we made the list :)

-Prateek, for the people at Remindo (www.remindo.com)

Comment from Jeff on 2009-12-11

2009-12-11T19:12:48Z

It will be interesting to see how social media plays out a role in the Congressional elections coming up next fall.

Will those who used it extensively to support Obama hold him accountable to the promises he made and has ignored by putting the opposition into Congressional seats?

Comment from Liam @ Partnerpedia.com on 2009-12-11

2009-12-11T19:04:38Z

2010: The year we make (social) contact. Indeed, enterprises are on the cusp of diving deep into social and reshaping it to suit business goals. One way of doing so is to leverage a B2B social network and to measure customer and partner communications ROI across all channels.

Comment from Ursula Ayrout on 2009-12-11

2009-12-11T18:45:04Z

Who knew social media would become so mainstream in such a short time frame. Great article and examples.

Comment from Ms. Meme on 2009-12-11

2009-12-11T18:43:00Z

Mashups and gravy indeed. Our lives daily lives are a tug 'o war between those wanting to exploit and connect, so I'm sure the online space will be too.

Also, I agree that mobile will take center stage. Along that will come the chance of making a social media faux pas at any turn -- for all your friends, colleagues and enemies to see. Ha! My inbox will be flooded.

Yours,

Ms. Meme

Comment from Jennifer Benz on 2009-12-11

2009-12-11T18:04:24Z

Great insights and examples in this article! Will be very exciting to see how things evolve next year, especially as social media become less about buzz and more about creating results.

Comment from Dallas McPheeters on 2009-12-11

2009-12-11T17:42:43Z

The forces at play here are intriguing, no? Social web is a platform and attitude behind which is a full spectrum of philosophies about what should take center-stage.

Is there an inherent tug-o-war between those wanting to exploit and those merely wishing to connect? Will the psychographic experts hound us and chase us down until we are caught by the enterprising enterprises??

Is the social web the new platform for serving cleverly disguised spam? Mmm... mashups and gravy! My favorite ;-)

Comment from Mike Stenger on 2009-12-11

2009-12-11T16:51:43Z

I agree with Andrew. We're going to be seeing some really cool things via Social Media and the party is just getting started!

Comment from Michelle Hillaert on 2009-12-11

2009-12-11T16:18:53Z

Thanks for posting... it's exciting to see how quickly social media is changing society. As Social Media continues rapidly changing both the online and offline environment, it will be far less challenging to show the small to medium sized businesses the importance of embracing this change.

Comment from Andrew Flick on 2009-12-11

2009-12-11T15:49:54Z

Some great insights here. 2010 will be the end of the beginning for social media. The future, as you indicated, will be marked by seemless integration across the full spectrum of digital communications. Location aware apps will take off in 2010, as will augmented reality, driven, I predict, by marketers and communicators looking for the next big thing. Great post!