Since my last post assessing how my hopes for social media in 2009 panned out in which I promised a second post on my wishes for this year I’ve been procrastinating like a good ‘un. This is mainly because I thought I’d actually do predictions instead but there have been so many other excellent posts from wiser heads than mine on what 2010 will hold and predictions are tricksie, too exact and they are unlikely to come to pass, too vague and well, there’s not much point. Then I thought I’d do an uber-round up of everyone else’s predictions to see if there was a trend but I’m working to a time constraint, though the initial research indicates increases in more mobile web users, an imminent app war, yet more blog storms but this time in relation to the FTC guidelines or political candidates So I’ve decided to stick with the wishes, which are three fold for this year.
1) The media stops regarding Twitter as being newsworthy in its own right. We can’t deny that 2009 was the year of the microblogging platform and while many people still disparage its worth, others can’t live with out it. I wouldn’t quite put myself in the latter category but I do find it damned useful. However the BBC covering @stevenfry’s decision to leave Twitter seems a tad OTT. It would also be nice to see an end to stories that would not get coverage apart from the fact that it happened on Twitter, or that
2) That social media is a necessity. Most of the hype around social media has thankfully died down, we’re starting to work out what it can and can’t do but it still seems that a lot of companies think that they have to do it, and not just do it, but do the really tricky bit of generating content and building a community. I think every company will benefit from listening to what’s being said online, though some need to understand that they are not being talked about, but I’m yet to be convinced that every brand will benefit from online engagement.
3) That we really work out ROI for both social media and PR. Yes, it’s a repeat from last year’s wish list but who doesn’t want to be able to prove what they are doing is actually making some kind of difference? And while being able to throw some numbers around, like we’ve got you 45,000 twitter followers or 50 billion facebook fans, it would be even nicer if we could know what it actually meant in terms of the client/campaign objective.