enior VP Steve Rubel and the folks at Edelman PR agency uploaded their predictions entitled Digital Visions: 10 Ideas for the New Decade.
Writes Rubel, "The bigger opportunity for clients, we believe, is to identify the global, societal and technological trends that are reshaping how we think, act and buy - and to pivot into them early. Trends today tend to develop more slowly and are harder to see, allowing clients to take a more thoughtful, thorough and systematic approach."
The PR company's report certainly contains some insights; nevertheless, Edelman is likely to have come to these conclusions after suffering a number of social media-related setbacks. In the last decade Edelman employees have been featured on Wired Magazine editor Chris Anderson's PR blacklist, lambasted by environmental bloggers and protesters for contributing to greenwashing and caught creating puppet blogs for Walmart without disclosing their affiliation.
As the new decade begins, Edelman draws on four key themes for the future including the pervasiveness of digital technologies, the move to mobile, budgeting for digital outreach and finally, social media ROI. While the essays are well-written, they're also extremely biased and self-serving.