Dataquest published my article ‘Back to the Future’ in their last issue, on Social Media trends to expect in 2010 for India. Reproducing the content here:
Back to the Future
The year 2010 will be about social media coming of age, albeit in select ways. Some relevant trends:
- Social Media For the Enterprise: 2010 will be the year where the enterprise looks towards social media for providing internal solutions for interaction, learning, fun! By 2010 end, internal e-mails should be passe, with people/ organizations sharing news, information, and updates through their internal social networks
- Search Will Open Up: If Facebook opens itself to search, that in itself would be the single most revolutionary development in the social media environment for the year 2010. Google may also bring its social search out of the labs as a service, which again would shift the paradigm back in favor of Google as the enduring, preferred search mechanism. Real-time search will gain ground
- Greater Focus On Tracking and Monitoring: Rigorous social media monitoring will emerge as one of the key focus areas for brands and organizations, in addition to their outreach and engagement initiatives over the social web, a symptom of maturing digital campaigns. While social media monitoring has relevance for several other sectors like governance, e-journalism, etc., it will be interesting to see if its potential gets tapped in 2010
- The Year of the Mobile, Finally: While for the last two consecutive years, we’ve been beckoning the arrival of the mobile as the next big thing, 2010 looks like the year that mobile will get third-time lucky. While it is already a ubiquitous device, the mobile itself is increasingly becoming the first tool for social media consumption, making it seamless and instantaneous. People would publish, consume, and share on the go!
- Collaboration Among Social Media Stakeholders: One of the crucial trends that 2010 will see materialize is the coming together of the various stakeholders within the social media landscape for sharing, learning, collaboration as well as fun. (There are immense possibilities of this vibrant coming together – to name a few, mutual notes-exchange, enhanced business value, cross-sector partnerships, global alliances, et al. One such step has been initiated by Blogworks in IndiaSocial™, with a case-studies series, the India Social wiki and a large-format flagship event in the current pipeline.) 2010 will see this coming of age of the Indian social media scene through such collaborative initiatives
- Convergence Across Media: Increasingly, all media are coming together – textual, audio, visual. Google Wave is one such example – a cross between chat, wiki, and email. Convergence would gain credence and adoption across platforms, and even in social advertising!
- Augmented Reality: The much touted phenomenon of augmented reality, only witnessed in science fiction, may not entirely materialize, but will surely develop further. While we already rely on LinkedIn and Facebook to profile/ sample people before we meet them, or meet over Twitter before a real-life face-off, extensive social profiling is something to look forward to. For instance, foursquare is a well known location-based network. This is also convergence in the sense that offline and online identities eventually come together, where the hitherto separate persona and the person come together as one
- Social Gaming: Farmville and Mafia Wars have only shown the tip of the iceberg in 2009, and this potential of purely fun-based engagement on the social web will be tapped further this year
- Interest Based Tribes Mature: Just like anything that comes of age, social media would also become boring in general. However, there’s respite in the fact that specific interest groups, as they mature, could become even more intensely active. However, these enhanced tastes imply that while 2009 was the year of un-friending, well gradually move to the year where people will un-join communities and un-fan pages that lie dormant on their social circuit. Brands will have to provide value to be on peoples social radars
- Revenue For Twitter: Twitter, the shiny object having lost its sheen by now, would be relevant for its use-value, and not just its glamor quotient. This in turn also means that 2010 is the one for Twitters growth as a business offering, it having fared well at the numbers growth in 2009
What are your thoughts? Would love to hear if you agree or otherwise.
Disclaimer: Views of authors are personal and do not represent the views of Blogworks, or any of its clients.