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One big trend we're seeing is companies looking to add social to all their programs, moving away from the "walled garden" approach. Companies started doing social by creating closed communities on their websites. Then, along came the “social graph” and all efforts shifted to Facebook Fan Pages or tweeting on Twitter. Now we're seeing companies trying to add a quantifiable social connection and to boost ALL of their online and offline campaigns. Marketers are looking for ways to embed social into the consumer experience of all their promotions and campaigns. We're also seeing an increased focus on data about customers and influence. A marketer's main job has always been to bring more customers to a company’s products and services – as part of that effort, marketers have always tried to learn as much as possible about the prospects and customers they were trying to serve. What many marketers are beginning to realize is that social could help them develop a deep database of demographic and behavioral information that they just don’t have today. And they're looking for ways to do this in an "opt-in" fashion so they don't have to worry about the privacy issues that dog other efforts. They are realizing that they want to actually “see and measure” word-of-mouth impact with social: who is carrying my message and who is responding as a result? Finally, measuring and showing ROI on social activities has become an absolute imperative. Companies’ initial efforts in social media were very basic, but they're now realizing that they must tie social marketing to real value and results. According to a recent study by the Altimeter Group, creating ROI measurements is the #1 social strategy objective for 2011.