Social networks will become ubiquitous like air, with universal sign-in across platforms. Social media will also move into enterprise applications and devices like TV. To be successful, companies should focus on relationships not technologies, measure engagement and lifetime value, create new social-enabled workflows, be ready to give up some control to customers, and fail fast and smart through risk-taking and learning from mistakes. The future of social will be defined by openness, context awareness, and asynchronous and real-time conversation around shared interests.