With 2011 closing in, here are some interesting trends that can be traced to last year and which are expected to carry on to the coming one. In this presentation by Social Practice, they say that we are moving from destination social to dispersed social, where possibly every interaction online and offline comes with a social context. Here are some trends that have been identified in the presentation, which help us make a transition into a more evolved “social” era.
Social web – ubiquitous, dynamic and intuitive
Some trends highlighted in the presentation have already made it to our lives, but others are still relatively new for us. Online social features become more and more embedded in every aspects in our lives – from grocery shopping to reading the newspaper. The social web is therefore said to be ubiquitous – that is universal or present everywhere, powerful and intuitive. For example, social selling and social commerce is now a known practice that many businesses use. Social web became more dynamic with the popularity of contests and offers being given through it. It has been called intuitive because, social media and web easily predict behaviors now. Social web is aware of context and nuance of all our actions. This can be seen with a rise in location based services and Facebook introducing behavior themes for conversations centered on a topic. So far brands have really leveraged “destination” social well, by including every trait of web into their strategies.
Future of social web:
But now, social web is expected to be seamless and completely integrated into the business models of the companies. Therefore, now it would be possible for companies to give consumers a social stake in their success.
Personally, I believe, this is a good representation of what has passed and what to expect. It is definitely interesting to see that we have come a long way, and even better, what is still to come! For me the most exciting part of the presentation was to see the rise of the social commerce and how consumers are now greater participants in the sales.
But then the next question in my mind is what does dispersed social mean for brands? How can brands manage their profile in a world where every interaction online (and perhaps offline) comes complete with social context?
Take a look at the presentation here, and we would love to hear if you agree with it: