2012: The Year Social Media Changes, Completely


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This presentation, 2012: The Year Social Media Changes, Completely, means to give a high level perspective on the landscape of Social Media in 2012, and how this landscape is likely to change. The topics include the fragmentation of Social Media, Twitter and Apple OS integration, LinkedIn positioning itself as the go to platform for job seekers and recruiters, Facebook's upcoming IPO and new ad offerings, Google's integration with itself - particularly through Google Apps, Android smartphones, Google Plus and preexisiting Google AdWords advertising strategies. And because I felt compelled to, I even addressed Pinterest & what influence this platform will have on visual imagery in web design.

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  • 2012: The Year Social Media Completely Changes. This presentation was originally given at The Circuit, the regional IT association for Southwest Ohio, Northern Kentucky, and Southeastern Indiana. Presentation date: 2/23/12
  • The highly anticipated Facebook vs. Google+ fight will play out this year, but it will not decide what the future of Social Media will be. (Sorry.)
  • Industry talking heads have been saying that a Twitter and Facebook fight will determine the future of Social Media. They are insane. While Facebook and Twitter will come to glancing blows this year (Primarily because of Twitter’s deep integration into Mountain Lion, Apple’s new operating system, this is not the fight to watch.
  • Justin Timberlake to Revamp MySpace: http://www.reuters.com/article/2012/02/17/idUS271687631820120217 Justin Timberlake is going to take MySpace and try to bring it back from the dead, rebranding it as an entertainment hub. This is going to be an interesting year for MySpace, and I believe the platform will turn around, but for years now no one’s actually said that the Facebook/MySpace matchup will determine the future of Social Media. Except me, in this presentation, and I’m doing so purely for the laughs.
  • 2012 will be a year of Social Media fragmentation. Much like what happened to the television viewing audience after the advent of cable, this year will mark the breaking up of the Social Media space. We will go from a few major platforms where most businesses market, to an environment where businesses market on a few of the big platforms and a few of the smaller, niche platforms, according to their overarching digital strategy.
  • If you want to get found on the Internet, you have to make sure you appear in search. This is common knowledge. For the past few years, there has been a growing contingent of people who claim that search is on its way out, and will be replaced by Social. I call bull. (Heh.) For the near term, search will continue to dominate how businesses are found online, only now search will come to rely increasingly on Social signals. Google already does it and has plans to integrate social signals into their algorithm even more.For your reading pleasure: http://www.stateofsearch.com/eric-schmidt-confirms-the-social-signal-is-a-ranking-factor/And: http://www.seomoz.org/article/search-ranking-factors
  • Everybody loves pictures of cats. Need I expound?
  • Twitter releases new ad vehicles for the SMB market: http://blog.twitter.com/2012/02/coming-soon-twitter-advertising-for.html
  • Facebook releases new ad options: http://www.scribd.com/fullscreen/82289675And for more reading: http://www.fastcompany.com/1818952/facebooks-new-ad-units-reveal-a-future-that-is-social-by-default
  • Facebook even has put ads in their Photo Viewer.I hate this.
  • Facebook’s IPO is coming: http://online.wsj.com/article/SB10001424052970204879004577110780078310366.htmlIt’s particularly hard to talk about what Facebook is going to do this year and where they’re going to go, because their IPO has the potential to be a huge disruption. It’s safe to say that they will try to make more money from ads. Besides that, who knows?
  • Some of the latest Google integration? Google+ plus Places:http://blumenthals.com/blog/2012/02/13/google-testing-plus-integration-with-places-via-authorship/
  • Recently, LinkedIn announced changes to its algorithm, valuing profiles that have frequent changes over profiles that are static. Since LinkedIn is a search engine for job seekers, recruiters, and vendors, it may be in your best interest to modify your profile frequently. http://blog.linkedin.com/2012/02/14/profile-completeness/Even General Sherman will do it.
  • LinkedIn is positioning itself to be the de facto job search/recruitment platform in the world. In the long run, they want almost of all job search transactions to go through their platform because they make it so easy, and they’ll take a little off the top. Apply with LinkedIn:http://blog.linkedin.com/2011/07/24/apply-with-linkedin/
  • Pinterest!
  • Pinterest: Fifteen minutes of visual conniption fit on a single webpage.
  • Imagery in web design will become more and more important. Pinterest,Facebook, Gooogle+, and Twitter are already placing a premium on visual content. Expect this trend to continue.
  • Which would you Pin?The future of Social Media will be tied up on content creation, both by the seller and the (potential) buyers. The better, more exciting content will be the content that is shared more often, and will therefore have more influence.
  • Make a meta image for each of your webpages. Do not leave the selection of a picture for your web property to chance.
  • I took this picture. This is an example of user generated content. Expect to see more of this, some of it related to your brand.
  • 2012 will be a year of curation. Not everyone wants to be a content creator, but most people like to collect things that they find important. Think of it this way, only a few people are authors, but most people own – and stock – bookshelves.
  • If social influences search, and modifying search results directly is hard (and time consuming), people are going to try and game social instead, using platforms like Klout, Empire Avenue, Kred, etc. You’ll see much more of this in 2012.
  • The fight for the future of Social Media will be fought between Google and Apple, and the boxing ring will be mobile.
  • Google integrates with Google integrates with Google. Makes things nice and easy.
  • Mountain Lion, the newest version of Apple’s Operating System for desktops and laptops, features deep Twitter integration, much like the integration seen currently on all iOS devices: http://www.huffingtonpost.com/2012/02/16/mountain-lion-twitter-apple_n_1283234.htmlAs the maker of best-selling smartphone and tablet in the US, Apple has the ability to change the social habits of iPhone and iPad users, pushing them to favor Twitter over Facebook (Or any other social platform.) Twitter’s demographic pigeonholes nicely with Apple’s: the more affluent, heavy tech user. If Apple and Twitter can consolidate their base among this demographic, it will make it more difficult on Google (Android) and Facebook to provide seamless integration between the mobile and social experience.
  • Facebook doesn’t have strong integration with any mobile phone OS; essentially, Mr. Mark Zuckerberg has been left out in the cold.
  • Learn about Search Plush Your World. Now, before your competitors do.http://www.google.com/insidesearch/plus.html
  • Google’s new privacy policy will allow Google to collect data from all of their tools and platforms, and integrate that data into one data set. This data will allow Google to demographically target ads in a way that has never been seen before. To learn more about Google’s new Privacy Policy (Which replaces the current Privacy Policy on March 1st), check out the preview version here: http://www.google.com/intl/en/policies/privacy/preview/http://www.engadget.com/2012/02/03/google-eu-privacy-pause/
  • I use Chrome on my desktop, Google collects the data.
  • I use Chrome on my smartphone (Android), Google collects that data.
  • I use Chrome on my tablet, Google collects that data.
  • What does all this data mean for Google? The same thing it has always meant for Google: profit. I may have different browsing patterns on my tablet than I do on my desktop; Google will note this. I probably will use my smartphone in the same geographical pattern day after day; Google will note that. The endgame here is that Google will be able to target me with relevant, geographically-targeted ads wherever I go. If my patterns change abruptly, Google will be able to use the data they’ve collected about me in the past to predict what my future patterns are likely to be.In other words, Google is about to spin even more gold from how we use the Internet.
  • The smart money’s on Google. They have a large war chest, they have a long history of collecting data and using that data to deliver relevant advertising, and they’re integrating with themselves, rather than integrating with another company, with this integration structured on an agreement that could be nullified or modified pretty easily. I’m not saying that you spend all of your time on Google+, or only advertise on the Google platform; what I am saying is that this is the year the advertiser ignores Google at his or her peril.
  • 2012: The Year Social Media Changes, Completely

    1. 1. Social Media* Doesn’t Exist Anymore. *As we knew it in 2011.
    2. 2. The Future of Social Media is search engine fodder.
    3. 3. To Close: I am Joe Robb You can find me here: http://twitter.com/joelrobb http://linkedin.com/in/joerobbhttp://profiles.google.com/robb.joe http://blog.gbs-inc.com Tomorrow, you should go here:http://www.slideshare.net/joerobb/
    4. 4. Photo Credits:• Mountain Lion: http://www.flickr.com/photos/cohenphotosca/4480391547• Guy in funky hat: http://www.flickr.com/photos/yourdon/5335194407/• Coke Monster: http://www.flickr.com/photos/madslucky13/3670495388/• Fighting Hartebeests: http://www.flickr.com/photos/malczyk/5638599313/• Shaggy Cow: http://www.flickr.com/photos/sovietuk/1020459918/• German Boxers: http://www.nationalgalleries.org/object/AL00028/• Shattered Figurines: http://www.martin-klimas.de/