1. Social media engagement will become a joint effort between marketing and customer service teams, requiring expanded customer service teams to meet aggressive response time standards of 15 minutes or less around the clock. 2. Mobile social media usage will increase the need for real-time responses to customer issues beyond just digital interactions to address real-world experiences. 3. There will be a growing desire to standardize on a single social media tool to effectively monitor all channels, route communications, and report on key metrics.