Welcome back! In Part 1 of this article on social media engagement, I described Attensity’s predictions related to the shift in social media “ownership” and mobile usage. Now read below for three more trends we see in the next year.
3. A desire will grow to standardize on one “social media tool to rule them all.”
In 2012, we have seen a shift from different departments within an enterprise using separate systems for publishing, marketing, and engagement, to an increasing number of Request for Proposals, driven by the office of the CIO, where there is a strong desire to have one vendor for social media analytics and engagement across the enterprise.
The next year will see this trend only continue to grow. Couple this with greater number of social media communications, and you’ll see sophisticated solutions that “weed through the noise” yet “never miss a tweet” becoming more valuable” — solutions that can automatically “read” communications, route them into queues, and then report on top complaints, compliments, and sentiment.
4. There will be more than just the Big 3 social media channels to consider.
The question used to be: Who will win? Twitter, Facebook or Google Plus? 2012 saw an explosion of social media systems, from an increased use of forums and communities, to specialized check-in sites like GetGlue and Viggle, to expanded use of services like Instagram, LinkedIn, and Pinterest.
For businesses that engage in social media, the bottom line is that social networks are multiplying like rabbits. In 2013, to stay on top and engage customers, a sophisticated social media management system is essential.
5. Social media will grow as an information channel across the enterprise.
No longer is social media just about marketing, or even customer care. 2012 saw legal, HR, sales, and other departments getting in on the act, with the requirement to have information delivered to them via the tools they most commonly use. For example, potential liability issues might need to be routed to Outlook for legal response. Sales might want to see leads in their SFA system, while product managers want to see product feature requests logged as tickets in their Jira system.
In 2013, social media systems will be more about routing, tracking, and workflow than simply about being a desktop UI that everyone logs into.
So, what do you think? What trends and challenges do you see within your organization that will impact the way you use social media in 2013? I’d love to see your comments!