2011 social media trend
Six Social Media Trends for 2011
9:12 AM Monday December 20, 2010
by David Armano | Comments (0)
Email
Tweet This
Post to Facebook
Share on LinkedIn
Print
FEATURED PRODUCTS
Guide to Persuasive Presentations
by John Clayton, John Daly, Isa Engleberg, et al.
$19.95
Buy it now »
HBR's 10 Must Reads on Managing Yourself
by Heike Bruch, Catherine McCarthy, Diane Coutu, et al.
$24.95
Buy it now »
HBR's 10 Must Reads: The Essentials
by Clayton Christensen, Thomas Davenport, Peter Drucker, et al.
$24.95
Buy it now »
It was a banner year for social media growth and adoption. We witnessed Facebook overtake Google in most weekly site traffic, while some survey's reported nearly 95% of companies using LinkedIn to help in recruiting efforts. Among the trends I cited in my outlook for last year, I cited that mobile would become a lifeline to those looking for their social media fixes, and indeed the use of social media through mobile devices increased in the triple digits.
I also outlined how "social media would look less social" or more accurately exclusive, and indeed we've seen the re-launch of Facebook groups, which focus on niche interactivity and more recently the emergence of Path, billed as "the social network for intimate friends," limiting your network to only 50 people. The past year also saw some brands go full throttle on Foursquare's game-like geo-location platform, attempting to reward mayors and creating custom badges for the power users leveraging the network.
In other areas such as social media policy I was less accurate. However 2010 proved to be the year where conversations around topics such as this began to take place (a globally survey indicated that only 29 percent of companies in 2010 have a social media policy). So what could we see happening in 2011? I'll take a stab at six trends again. In no particular order:
It's The Integration Economy, Stupid. From Ford, to Dell, to Starbucks (client), to Jet Blue, and a host of other companies who have pioneered early uses of social media for business, 2011 will be the year these companies take a serious look at integrating social media , not only regionally but globally. Don't be surprised if the same companies which piloted programs such as Ford's "Fiesta Movement" and Starbuck's Foursquare programs also become the first companies to take on the huge challenge of integrating social media into all facets of business from global marketing to crisis management and beyond.
Tablet & Mobile Wars Create Ubiquitous Social Computing. As competition heats up in the form of cheaper, smarter phones and an assortment of tablets that may hit the market (a $35 Tablet in India?), technology consumers will have come one step closer to being connected 24/7, and in more powerful ways than previously possible. Social networking will be on the go, out of the house, and out of the office. More competition, variety, power and affordability in devices will fuel the increase of ubiquitous social computing.
Facebook Interrupts Location Based Networking. If 2010 belonged to Foursquare and its playful, competitive and sometimes addicting ecosystem of badges, mayorships and specials, it's likely that Facebook will rain on Foursquare's parade in 2011. With tons of data and the architecture behind Facebook's response to Foursquare about to be rolled out globally, Facebook is well positioned to actually make location based services useful to business.
Average Participants Experience Social Media Schizophrenia. While social media schizophrenia (the overload of multiple social profiles) is nothing new to tech mavens, it will become something that more and more "average" users experience as they tweet, Facebook, G-mail, chat, Skype, BBM, SMS, and Tumble their way across the social web. While many mavens have adopted ways to manage and cope, average users may find themselves at the beginning of the curve in need of a 12-step social identity program. This may lead to increased demand from typical participants to have a more integrated and simplified social graph and an opportunity for platforms and companies alike to meet this demand.
Google Doesn't Beat Them, They Join Them. In 2010, Wired told us that Facebook could beat Google to win the net. But even at the end of 2010 after failed attempts to create their own networks such as Buzz, Google could prove that the best way to beat Facebook, Twitter, and the rest is to do what Google does best: Index them to pieces. Indeed I've already noticed Google's algorithm become smarter when it comes to Twitter. I only have to type in a few words to locate old tweets. It's possible that by sticking to what Google does best, they may be able to take advantage of the social web by indexing any and all social data they can get their hands on. Expect the Googleplex to "strike back" in 2011, and perhaps demonstrate that they may figure out their role and relevancy on the social Web.
Social Functionality Make Websites Fashionable Again. After several years of being told to "fish where the fish are," businesses realize that users expect social integration to existing Websites. Sites such as AMEX Open forum serve as a model for how networks such as Twitter can integrate with the Web experience. Websites will increasingly serve as "digital hubs" integrating activity across multiple social platforms. It's not only sites but also applications and platforms. Apple's music social network named Ping recently integrated Twitter, and while the integration has kinks, it demonstrates that even the most iconic of brands realizes that they do not exist in a their own walled garden and desire to be relevant in a socially connected world.
These are a few emerging trends that come to my mind. I'm interested to hear what you think as well, so please weigh in with your own thoughts. Where do you see social media going in 2011?
David Armano is a Senior Vice President at Edelman Digital, the interactive arm of global communications firm Edelman. He is an active practitioner and thinker in the worlds of digital marketing, experience design, and the social web. You can follow him on Twitter.
9:12 AM Monday December 20, 2010
by David Armano | Comments (0)
Tweet This
Post to Facebook
Share on LinkedIn
FEATURED PRODUCTS
Guide to Persuasive Presentations
by John Clayton, John Daly, Isa Engleberg, et al.
$19.95
Buy it now »
HBR's 10 Must Reads on Managing Yourself
by Heike Bruch, Catherine McCarthy, Diane Coutu, et al.
$24.95
Buy it now »
HBR's 10 Must Reads: The Essentials
by Clayton Christensen, Thomas Davenport, Peter Drucker, et al.
$24.95
Buy it now »
It was a banner year for social media growth and adoption. We witnessed Facebook overtake Google in most weekly site traffic, while some survey's reported nearly 95% of companies using LinkedIn to help in recruiting efforts. Among the trends I cited in my outlook for last year, I cited that mobile would become a lifeline to those looking for their social media fixes, and indeed the use of social media through mobile devices increased in the triple digits.
I also outlined how "social media would look less social" or more accurately exclusive, and indeed we've seen the re-launch of Facebook groups, which focus on niche interactivity and more recently the emergence of Path, billed as "the social network for intimate friends," limiting your network to only 50 people. The past year also saw some brands go full throttle on Foursquare's game-like geo-location platform, attempting to reward mayors and creating custom badges for the power users leveraging the network.
In other areas such as social media policy I was less accurate. However 2010 proved to be the year where conversations around topics such as this began to take place (a globally survey indicated that only 29 percent of companies in 2010 have a social media policy). So what could we see happening in 2011? I'll take a stab at six trends again. In no particular order:
It's The Integration Economy, Stupid. From Ford, to Dell, to Starbucks (client), to Jet Blue, and a host of other companies who have pioneered early uses of social media for business, 2011 will be the year these companies take a serious look at integrating social media , not only regionally but globally. Don't be surprised if the same companies which piloted programs such as Ford's "Fiesta Movement" and Starbuck's Foursquare programs also become the first companies to take on the huge challenge of integrating social media into all facets of business from global marketing to crisis management and beyond.
Tablet & Mobile Wars Create Ubiquitous Social Computing. As competition heats up in the form of cheaper, smarter phones and an assortment of tablets that may hit the market (a $35 Tablet in India?), technology consumers will have come one step closer to being connected 24/7, and in more powerful ways than previously possible. Social networking will be on the go, out of the house, and out of the office. More competition, variety, power and affordability in devices will fuel the increase of ubiquitous social computing.
Facebook Interrupts Location Based Networking. If 2010 belonged to Foursquare and its playful, competitive and sometimes addicting ecosystem of badges, mayorships and specials, it's likely that Facebook will rain on Foursquare's parade in 2011. With tons of data and the architecture behind Facebook's response to Foursquare about to be rolled out globally, Facebook is well positioned to actually make location based services useful to business.
Average Participants Experience Social Media Schizophrenia. While social media schizophrenia (the overload of multiple social profiles) is nothing new to tech mavens, it will become something that more and more "average" users experience as they tweet, Facebook, G-mail, chat, Skype, BBM, SMS, and Tumble their way across the social web. While many mavens have adopted ways to manage and cope, average users may find themselves at the beginning of the curve in need of a 12-step social identity program. This may lead to increased demand from typical participants to have a more integrated and simplified social graph and an opportunity for platforms and companies alike to meet this demand.
Google Doesn't Beat Them, They Join Them. In 2010, Wired told us that Facebook could beat Google to win the net. But even at the end of 2010 after failed attempts to create their own networks such as Buzz, Google could prove that the best way to beat Facebook, Twitter, and the rest is to do what Google does best: Index them to pieces. Indeed I've already noticed Google's algorithm become smarter when it comes to Twitter. I only have to type in a few words to locate old tweets. It's possible that by sticking to what Google does best, they may be able to take advantage of the social web by indexing any and all social data they can get their hands on. Expect the Googleplex to "strike back" in 2011, and perhaps demonstrate that they may figure out their role and relevancy on the social Web.
Social Functionality Make Websites Fashionable Again. After several years of being told to "fish where the fish are," businesses realize that users expect social integration to existing Websites. Sites such as AMEX Open forum serve as a model for how networks such as Twitter can integrate with the Web experience. Websites will increasingly serve as "digital hubs" integrating activity across multiple social platforms. It's not only sites but also applications and platforms. Apple's music social network named Ping recently integrated Twitter, and while the integration has kinks, it demonstrates that even the most iconic of brands realizes that they do not exist in a their own walled garden and desire to be relevant in a socially connected world.
These are a few emerging trends that come to my mind. I'm interested to hear what you think as well, so please weigh in with your own thoughts. Where do you see social media going in 2011?
David Armano is a Senior Vice President at Edelman Digital, the interactive arm of global communications firm Edelman. He is an active practitioner and thinker in the worlds of digital marketing, experience design, and the social web. You can follow him on Twitter.
ความคิดเห็น