The tension between social media (to the consumer) and social media marketing (to enterprises) will increase as a majority of brands finally work through how they can participate successfully in social media.
Social media will be a part of most larger, B2C enterprise’s marketing communications armoury, as an option rather than a tool, and coming to terms with the fact that these platforms are controlled by consumers. Marketing communications departments will continue to re-organise internally on that premise.
B2B businesses will increase their efficiency in populating sales pipelines from unexpected (social media) directions and business blogs will develop more sophistication in interacting through social media channels.
Could Path be one app to watch? www.path.com — “The smart journal that helps you share life with the ones you love”.
Expect more campaigns like Old Spice and Tempurpedic: advocacy campaigns on social networks are going to be more popular in 2012 as enterprises realise the power of their social fan base.
The launch of Google+ in 2011 gave Facebook a brutal warning of a coming battle for knowledge, and the hearts and minds, of the consumer. The stakes are high for these two companies and their primary streams of revenue are at risk. The only limiting factor in their peaceful co-existence is time: we are simply not able to spend enough time on both of them.
Watch for Google to integrate social into everything in 2012. As a Google executive now famously said: “Google+ is Google.”
Customers will begin to understand and clamour for technologies that cause social interactions within their organisations. The 59% of companies that prohibit, or aggressively control the use of social media at work, will discover that they are the equivalent of Arab dictators and employees are the empowered ones: could there be a Spring Freedom 2012 within oppressive, large enterprises?.
Survey have consistently found that, among the marketing communications programmes businesses planned to invest in during 2012, email and social-media marketing topped the list.
The difference between content marketing and content curation is simply who’s writing the blog posts, composing tweets and creating videos. So while it’s a good idea to share interesting industry-relevant news with your online network, enterprises will need to create some content of their own in 2012. This implies planning and production. We are all both businesses and publishers these days: the more original your content, the better.