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In 2011 "social" was the hottest prefix buzzword. Will "social" continue to be the buzzword of 2012?
In 2011 "social" was used to describe everything- media, business, communities, etc. I'm curious what term, word, or concept will replace "social" in 2012 (Social 2.0 if you will).
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9 Answers
To me "Social Proof" will be looked at more and more. Those that build trust and credibility and just not "likes" and "followers" will rule the Social Sphere.
Definitely agree with you on Social ROI and measuring the effectiveness of social marketing programs. A key driver of that will be the move to social CRM where customer/prospect's social behavior is incorporated into the CRM database along with other behaviors to drive automated marketing programs and segmentation/targeting.
It will be like 'e' everything (eCommerce, eBusiness, etc...) 10-12 years ago.
One the one hand, Social will become even more pervasive.
On the other hand, we'll stop talking about it as something different and special - it will become increasingly incorporated into the mainstream of how companies do business.
Less and less, as the shine and hype begin to fade from the new everything-for-everybody toy and more reality and accountability are demanded.
Al Shultz
http://www.alshultz.com
Not so fast! "Social" will not only continue to be a keyword in 2012, it will grow in prominence and importance. We may not all like the term, but it represents a real and growing trend that has just begun to change how we think about our world and how we relate to different entities in it (other individuals, corporations, media, government). The use of "Social" is likely to eventually fade, just as the "electronic" or "e" prefix to everything did a decade ago, but that will happen well after next year.
So, Al, I'd be interested to know what you believe is more real and provides more accountability.
Social will continue to be hot...but from a buzz persective mobile and also location/local (e.g. Location-based marketing) will likely be even hotter. But the real story is how these 3 areas area integrating and working together in a concept I call mocial.
Like most others here, I believe this “social” trend will continue.
However, I think the underlying meaning and intent will mature from viral chatter to refined, meaningful dialog.
Loren, you make some good points.
The main reason I think “Social” will mature is because as companies outside of the advertising space adopt social ideas, they will be looking for what you might call “Social ROI”. This will likely come in the form of managing “social incentives” and more advanced tracking of the effectiveness of social initiatives.
Companies like SocialMatica are leading the charge in this direction and as they pick up steam the social game will change.
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