1. Being social will no longer be an option.
According to Natalie Bidnick, a social media strategist at The Marketing Zen Group, social media will become an essential form of communicating with customers this year, (whereas before, it was regarded as optional). “More companies will use Facebook and Twitter to listen to their customers, solicit feedback, and practice public crisis management,” Bidnick said. Others predict that additional networks, such as LinkedIn, Pinterest and Google+, will become nearly as important as Facebook and Twitter in 2013.
2. The mobile market will literally explode.
…But in a good way. Mike Wolfe, founder and president of WAM Enterprises LLC, said of the social media and mobile connection, “Social media will continue to grow in 2013 due to the increase usage of mobile technology, specifically smartphones.” As we told you before, the mobile market is not yet saturated – but it is getting close. Wolfe also predicted that visual imagery will be a “driving force” in social media marketing in the new year – “and, I believe an increase in Internet video usage too,” he said.
3. Your customers’ memories will become your product placement.
According to Patrick J. Sweeney II, featured contributor to Social Media Today and CNBC, the act of capturing real life memories in photos is the future of social media. “When people are skiing, doing a triathlon, at a concert, or doing anything fun and engaging – mobile technology will enable them to capture the moment with very high quality pictures and video and instantly share online without lifting a finger.”
Yes, we know that – but how will it affect the way a business markets itself? “Brands will pay for or sponsor this infrastructure in order to have ‘product placement’ on social media. See Cadbury at the Olympics for a great example,” he said. Ah, now we get it!
4. Twitter will become the new customer service department.
Customer service expectations have changed among consumers who are plugged into social media, according to Mike Bal, creative and digital marketing director at Baseline21. “People know they don’t have to wait on the phone to get help; (instead), they can tweet,” Bal said. “This makes it easy for the customer to let the brand know about any and all problems.”
He elaborated by saying that companies will need to enhance their product quality in order to avoid the instant damage that a bad review on social media can cause. “Any company who went ahead and distributed products with minor flaws in hopes that the customer wouldn’t want to deal with the hassle of a return or exchange will have a rude awakening,” he said.
5. Businesses will become more socially smart.
Up to this point, many businesses have struggled to find their social media footing. But in 2013, companies large and small will finally get the hang of it – or pay someone else to take the reins. Joey Sargent, principal at BrandSprout Advisors, said, “In 2013, we’ll see more social maturity in both B2C and B2B applications. Businesses will get ‘social smarts’ and more fully integrate social media into their day-to-day operations across the organization.”
The result will be a more targeted, refined effort across social media channels. “This means less social for social’s sake, and more focus on social media as a legitimate business tool to facilitate communication, engagement and loyalty,” Sargent said.
That is what the experts have to say, but what about you? Have you already begun to see these changes implemented in your own social media circle, or have you started implementing them when marketing your own brand? Sound off in the comments below.
