2010 is set to be the year that social media marketing graduates. The year when it will be included, as a matter of course, in 360 communications plans. We have seen many brands in the last year turning to social as an answer to stripped down budgets. And only to be surprised that creating an engaging voice in the social web is not as “free” as first assumed.
The 2010 graduation will bring with it a host of changes – technical, communicative and cultural. All of which will contribute to the marketing mix becoming ever more integrated. However, that true integration is not only dependant on the structure of agencies and businesses but on cementing a true social media approach in both PROs’ and clients’ attitudes.
As the web becomes ever more “real time” the inevitable question is what will happen when it can anticipate our movements, thoughts, feelings and wants before we actually have them. Brian Solis started discussions about the “Predictive Web” this month on his blog, and he may well be hitting on a point of interest for 2010. Services such as PlanCast, that allow us to update followers ahead of time about what we will be up to, are likely to be a focus of 2010 and beyond.
2009 was about getting involved with social media. Many brands were grappling to develop their online presence by tacking social media amplification at the end of a campaign, rather than adopting a fully integrated strategy. 2010 is the year of measurement and social media’s full integration into communication plans.
As users will require ways to access all of the sites they are involved with from one place and manage them all at once. This will lead to the rise in the popularity of lifestreaming tools and the management of online presences.
The popularity of applications, widgets is rising as consumers require easy-to-use tools to navigate the social web. Brands are increasingly likely to adopt this way of interacting with consumers by producing something of use and interest to their customers.
Sending a DM tweet to a contact whilst out for lunch and updating your Facebook status on the way home from work is nothing new. However, the idea of being in contact wherever and whenever is set to reach new heights of popularity this year as more and more people choose internet enabled mobile devices for staying connected 24/7 with GPS and location based capabilities to tie into new services such as Four Square.