It’s that time of the year again. The time when we all make our “2012 predictions” in attempts to validate how intelligent we are and how much we “get” the digital space. So I figured I’d join the ranks and throw out what I believe will occur in 2012.
- Social business will die – Here’s a term I hate. It’s also a term I don’t understand. You know what a “social business” is — it’s a business that understands what it’s doing. You know why Sears won’t be around in 5 years (yeah, I said it. It’s another topic for another day)? It’s not because they aren’t “social.” It’s not because they don’t understand change management. It’s because the consumer no longer has a need for their goods and services. Here’s the key to successful business: make great products and listen to your customers. It’s been that way from the beginning and it’ll be that way until the end. Quit throwing the term “social” in front of other words and trying to coin buzzwords.
- Influence still not understood – Brands and business professionals still won’t have a grasp on true influence. Unfortunately, digital folks still live in a bubble. We still have a false sense of worth and entitlement. Folks, the general population still doesn’t know who you are and they still don’t care. No one cares that your blog was named an AdAge Power150 blog. Quit confusing reach with influence and quit using automated tools.
- Another major social media crisis – This is a bold statement, huh? Have you seen some of the other “predictions” on the web, though. Let’s get a little bold here folks. I’ll take it one step further. There will be another major social media crisis in 2012. It will come from a major brand in a major industry. It won’t be a financial company and it won’t be an airline. I have my feeling on what brand it’ll be, but I’ll elect to keep it to myself. DM me, or get me going on a rant, and I’ll probably tell you who I think it’ll be. It’s going to happen, folks, and I can’t wait!
- Pinterest is the new foursquare – We’re already seeing the buzz around Pinterest pick up — and rightfully so. It’s an incredible time suck and I love it. I think 2012 will prove to be the year Pinterest gets major buzz and really picks up even more steam. It’s an amazing tool that has so many untapped possibilities. You’ll be hearing and seeing a lot more of Pinterest in the new year.
- Social jumps the shark in entertainment – We’re already seeing it now with more and more television shows trying to integrate social into their programs. I think next year we’ll get it thrown in our face a bit with networks going a bit overboard and trying too hard with social. And I don’t think television is where it’ll live — I also see the music industry going a bit overboard as well. On one side, it’s good that they’re trying to figure it out. On the other, it’ll be slightly annoying and a bit obvious.
- Communities for social change – It’s a natural evolution for social media. We saw it with Egypt, we saw it with Occupy Wall St — social can make a difference. You have people like Jeff Pulver who are using social to make a difference and bring the human fundamental of what social truly stands for, and I think 2012 will see some pretty impressive accomplishments in this space.
A few other small predictions:
- Instagram will finally launch an Android app
- New app will be developed for social shopping — Maybe this already exists, but I hope we see an app around social shopping and sharing your purchases and purchasing behavior. Again, maybe it already exists and I am not aware.
- Social gaming continues to be hot…and it won’t be Zynga. It’ll be led by a major platform like Sony.
So there you have it. This is my story and I’m sticking to it. Let’s revisit this in June and see where I stand.
