Collective Wisdom: Some expert thinking on five social media questions as we enter the first decade
1.For social media marketers, 2010 will be the year that...
3.How do we separate hype from reality in social media as we enter 2010?
5.How would your favorite historical character have used today's social media?
...and some last bits of advice to take with you as we enter the first social decade....
1.For social media marketers, 2010 will be the year that...
 Ann Handley MarketingProfs MarketingProfs Daily Fix @marketingprofs |
...social media is on every company's radar screen. It's no longer the new bright and shiny thing; instead, companies of all shapes and sizes begin to pay attention to it (I'm looking at you, B2B). |
 Alexandra Samuel Social Signal Alexandra Samuel @awsamuel |
...they have to deal with the three Cs of backlash: consumer, community and client. Consumers (a.k.a. "human beings") are already expressing frustration with community members who turn out to be marketing shills. Community managers will crack down on marketers-posing-as members because of the impact on trust and participation in their sites. And clients will either pull back or redirect their social media efforts when they discover that, surprise! marketers don't have the answers on how to actually reorganize their customer relations and R&D teams to meet the demands that social media marketers have awakened. |
 Scott Fox ScottFox.com E-Commerce Success Blog @scott_fox |
... mainstream corporations and media recognize the power and importance of social media marketing. This will create new business opportunities for social media marketers, help their new mainstream clients find more customers, and create exciting new dialogues as we all learn to better talk WITH customers instead of just AT them. |
 Brian Solis FutureWorks Brian Solis (blog) @briansolis |
...we start to look at Social Media as a chapter in the evolving story of new media. We'll focus less on "being everywhere" and we'll concentrate our efforts on creating visibility, presence, and community where we're needed. |
 Bernie Borges Find and Convert Find and Convert Blog @berniebay |
...marketers must learn to create experiences to fully engage their buyers. Buyers have too many choices. They want to be educated, enlightened and entertained. Marketers who do not create "experiences" where buyers can engage with them in fun or interesting ways will differentiate the best. These marketers will build trust and win customer mindshare. |
 Ravit Lichtenberg Ustrategy @ravit_ustrategy |
...the rubber meets the road. Whatever held marketers back (access, information, funds) will get smaller and the possibilities will grow bigger. Those marketers who will be able to stay focused on customers, understand customers' behaviors have changed in the past couple of years, and deliver value using social media channels in their marketing mix will rise to the top. We will see marketers standing out for their ability to push the next generation of personalized marketing and for demonstrating results that are not tied to a specific tool or channel but that apply to the marketing ecosystem as a whole. |
 Kelsey Childress Awen Creative The Social Robot @wonderwall7 |
...social media marketing finally starts getting the respect that it deserves. Many people believe that social media strategy is easy and anyone can do it. However, they fail to realize that having an effective social media presence takes work and planning. I also hope that 2010 will be the year that businesses begin to understand that not everyone needs a Facebook or Twitter account just because everyone else has one. |
 Lisa Barone Outspoken Media Outspoken Media blog @lisabarone |
...ROI is beaten into the equation. Up until this point there's been a lot of "testing" and "trying" and "feeling what works", but in 2010 it's going to be all about proving that return on investment. That means creating your social media plan from the start, investing in tools that can help quantify what you're doing, and picking and choosing where you an afford to spend your time. |
 Mitch Joel Twist Image Six Pixels of Separation @mitchjoel |
...we really experience “the great untethering” – from USB Internet sticks and netbooks to iPhones, BlackBerry and Google’s Android… the Internet will be less about beating out TV in terms of media usage and more about being everywhere like electricity. |
 Mike Volpe HubSpot Inbound Marketing Blog @mvolpe |
...we all realize that social media marketing is only one tool, and it should be used with other marketing tools, not instead of them. |
 Cameron Chapman Cameron Chapman on Writing @cameron_chapman |
...interaction will become more important than ever. Social media users don't want to be marketed to. They want to feel like the companies they do business with are really listening to them and are willing to do what it takes to make them happy. Having a conversation with your followers is more effective than pitching a product to them. |
 Andy Beal Trackur Marketing Pilgrim @andybeal |
...they realize that you don't "use" social media, you "engage" it. I see many marketers that simply push out content on social media platforms and expect them to be successful. They'll realize it's about the dialogues, not the monologues. |
 Paul Dunay Avaya Buzz Marketing For Technology @pauldunay |
...social leaves marketing and starts to transform other areas of the company. Companies will work with virtual teams to source and deliver work from far flung parts of the world. Finance teams will be getting tweets on billing and finance issues directly from the socialsphere rather than from the traditional channels. Recruiters are clearly already using Social Networks like LinkedIn as their first source of candidates. HR is checking the background of those new hires on Social Networks looking to see what this new hire is all about. Product development and R&D will start to develop products using social media. |
 Linda Bustos Elastic Path Software Get Elastic Ecommerce Blog @getelastic |
Every year brings more surprises in the social space. A few years ago blogs were the "must-have" for every business, 2 years ago it was the race to get a Facebook presence or branded application, this year it's been Twitter. I think for 2010 we'll see more services for businesses to monitor and manage the online conversation across multiple channels, and the ability to mine this data better. Someone's going to have to index all that Twitter chatter that currently disappears within a few days - this is very valuable for marketers, especially if it can be tied in with other types of web analytics. |
 Danny Flamberg Juice Pharma Worldwide Manhattan Marketing Maven @flamster |
...B2B marketers will heartily embrace social media and create robust vertical gated communities where real ideas and opinions get discussed by people who really know what they're talking about. Early examples like Sermo, for doctors who have to input their DEA numbers to join, will blossom in many industries. Social media platforms and marketers will finesse legal and regulatory concerns that have held them back so far. And these closed online clubs will generate significant traffic and user loyalty. |
 Ryan Peal Momentum Worldwide Ideas, Imagination & Stuff (a.k.a. Ryan's View) @ryanpeal |
...marketing directors all over the planet will start truly directing some real budgets to the world of social networking, and simultaneously, receive huge pats-on-the-back and bonus money in their bank accounts from CEOs who almost in unison will say "ah, social media, engagement with consumers, real conversations, helping brands deliver some fun and entertainment . . . now i get it! Why didn't anyone tell me about this before?" |
 Chris Burdge bWEST Interactive @b_west |
...small business starts to understand the value of engaging their customers on a "social" level and embraces social media tools to create conversations. |
 Ian Lurie Portent Interactive Conversation Marketing @portentint |
...web sites become hubs. Some brands have already figured this out, but most haven't. 2010 will see more and more companies using their main web site as a focal point for broad, dispersed campaigns that cater individually to their audience on Facebook, Twitter and other sites. That, of course, will make ROI tracking an even bigger nightmare. |
 Alexander van Elsas Glubble @vanelsas @vanelsas |
...you will discover that social media isn't something new. The trick is that you need to embrace the ability to be in a conversation with customers/users within your entire organization |
 Joel Postman Socialized @jpostman |
...they will find themselves working with people inside large corporations who are as social media literate – or more so – than they are. Companies have been hiring for the social media skill set, and new grads are coming out of schools that have social media programs. This means social media marketers need to be prepared to respond to some serious, enterprise grade questions and concerns, in areas like measurement, security, and integration with existing systems and programs. No longer will a big smile, a thumbs-up, and an admonition to “get into the conversation” open any doors. |
 Jake Hird Econsultancy @Jake_Hird |
...there may well be a "hype-cycle" curve as some organisations suddenly start to question the merits of using social media within their marketing strategies. This is partly due to a combination of current poor-planning, not realising objectives from the outset, not putting realistic KPIs/measurements in place and a general lack of understanding as to how the social sphere works. Despite this negativity that may occur, 2010 is likely to bring huge developments in social-search, where semantic and real-time search will blur even more into social media, possibly providing cross opportunities in PPC, customer engagement/service and similar disciplines. |
 Jacob Morgan Chess Media Group Social Media Globetrotter @JacobM |
...we really start to look at the evolution of social media and how it can be fully integrated into an organization. We will see budgets shift towards social media and taken away from some traditional media outlets. Mobile is going to become even more prevalent as a crucial strategic piece to the social media puzzle. Marketers will also have a much more solid understanding of what ROI is and will be utilizing many of the new tools and platforms on the horizon that will help get at the data. Marketers are going to have to really focus on the relationships that they can build with consumers. |
 Samir Balwani Samir Balwani (blog) @samirbalwani |
...mobile becomes huge. Smartphones are becoming more powerful and so are applications. I want to know what my friends are doing, but now I want to know where they are too. I want to be able to find people and places near me that I can connect with. Mobile social media will be the bridge between online marketing and in-store marketing that we've been waiting for. |
 Corvida Raven SheGeeks SheGeeks Blog @corvida |
...people become more mobile and companies become social. Personalization will continue to be an important theme to business and marketing strategies. Social engagement will become a high priority. |
 Ari Herzog Ari Herzog & Associates AriWriter @ariherzog |
...the world gets a little smaller. With the increasing global adoption of broadband connectivity and the deployment of web applications to mobile devices, the tenth year of the 21st century will focus on bridging the digital gap. For a marketer, this will mean looking beyond the target audience and into friends of friends, wherever in the world they may be and whatever technology they use to connect. |
 Jim Gianoglio LunaMetrics @jgianoglio |
...they get taken a bit more seriously and play a more integrated role within the marketing department. |
 Donna Maria Indie Business Media The Media Is You @indiebusiness |
... we begin viewing Social Media as one of the many forms of "media," social and otherwise, that allow us to spread our ideas. The emphasis will shift from "macro" to "micro" as we focus on cultivating and serving very specific communities of people. |
 Mirna Bard MirnaBard.com Personal Blog @MirnaBard |
...we will probably start seeing many social network sites starting to charge for memberships for more quality control due to the amount of spam we saw in 2009. |
 John Haydon Inbound Zombie, Inc. Social media marketing strategy for non-profits @johnhaydon |
..."Relationship" becomes the recognized "R" in ROI. |
 Joe Pulizzi Junta42 The Content Marketing Revolution @juntajoe |
...valuable, relevant and compelling content becomes the center of their social media strategy. |
 Jay Baer Convince & Convert @jaybaer |
...we figure out how to intelligently use all these tools we're so gaga over. |
 Sharlyn Lauby ITM Group, Inc. HR Bartender @sharlyn_lauby |
...we stop talking about adopting social media and start talking about implementation. |
 Kirsti Scott Scott Design Inc Hot Design Blog @kirstiscott |
...traditional marketing and social media marketing are combined in integrated campaigns. |
 Greg Finn 10e20 @gregfinn |
...companies start treating their customers like they should be ... thanks to Social Media. |
 David Berkowitz 360i Inside the Marketers Studio @dberkowitz |
...including mobile social media in the mix becomes standard practice. |
 Larry Brauner Larry Brauner Online Social Networking @larrybrauner |
...late adopters, concerned about falling behind, will rush to establish their social media presences with blogs, Facebook pages, LinkedIn profiles and Twitter accounts. Expect a lot of false starts and misguided attempts, such as companies trying to push their messages to consumers. |
 Josh Peters Shua Marketing and Consulting Shuaism @JoshSPeters |
...we stop rambling around the echo chamber and start really innovating. I think we'll see more "super stars" rise up as more and more people find their voice and start doing great things. It will also be the year we start figuring out the whole ROI, KPI deal and get the parameters for their different applications more defined. |
 Maddie Grant SocialFish Socialfishing @maddiegrant |
...companies realize they can't create word of mouth without the relationships and the community behind it. |
 Janet Fouts Tatu Digital Media Tatu Digital Media @jfouts |
...social media is an accepted part of small business marketing plans from the get-go. |
 Lisa Whelan Socialize Mobilize Socialize Mobilize Blog @lisawhelan |
...campaigns get really interesting. |
 Kevin Gibbons SEOptimise @kevgibbo |
...more businesses will use social media to boost their online profile. Interesting content will always be key to a blog's popularity - but after a slow start businesses are now becoming much more savvy in applying social media promotion and SEO techniques to a corporate blog. From our own experience we know how a blog can be used as a powerful tool for business growth, helping establish a company's reputation as expert in its sector. |
 Susan Payton Egg Marketing & Public Relations The Marketing Eggspert Blog @eggmarketing |
...more companies "get" it. |
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| Who's Blogging What is a newsletter that thousands of web marketers use to keep in touch with the most knowledgeable voices covering all of web marketing - search, email, user experience and, of course, social media. Subscribers are updated every Thursday. You can subscribe for free here: Privacy Policy See a sample issue |
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| Who's Blogging What is a newsletter that thousands of web marketers use to keep in touch with the most knowledgeable voices covering all of web marketing - search, email, user experience and, of course, social media. Subscribers are updated every Thursday. You can subscribe for free here: Privacy Policy See a sample issue |
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