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2011 Social Media Predictions: Now Social Media Marketing Gets Tough

Posted by Augie Ray on the Marketing Leadership Professionals Blog on January 4, 2011

Social media does not make marketing any easier. Although it is a powerful tool for marketers to reinforce their brands, energize advocates and strengthen relationships, it is also yet another marketing channel that requires attention, investment and innovation. And much like the Web 15 years earlier, this is a channel that challenges the status quo and defies easy metrics.

In 2011, social media marketing doesn’t get any easier. Although the medium is maturing, that maturity brings with it a host of new challenges for marketers. Primary among those challenges is that social media is becoming an awfully cluttered and noisy space.  As more people adopt social behaviors and more marketers increase their social media budgets, it is tougher than ever to cut through the noise, reach an audience and make an impression. In addition, Forrester is seeing a marked increase in the number of people worried about privacy in social channels, and this concern is growing most significantly in boomers and seniors.

In our latest report, “2011: Now Social Media Marketing Gets Tough,” the entire Forrester Interactive Marketing team (plus a number of professionals who contributed in the Forrester Community) came together to predict the future and guide marketers on what these changes mean.  The report includes predictions such as:

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Help Forrester Predict The Future Of Social Media Marketing

Posted by Augie Ray on the Marketing Leadership Professionals Blog on November 15, 2010

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Forrester is looking toward 2011 and considering how social media will continue to change marketing.  We’d love to involve you in that discussion.  Join us in The Forrester Community For Interactive Marketing Professionals as we and other interactive marketers discuss and debate the hot new predictions for 2011.  

We’ve launched four specific areas of focus (although you can always suggest more).  Will 2011 be . . .

  • The year location-based services go mainstream?  Thus far, checking in from real-world locations has been an activity reserved for early adopters, but this behavior is growing, being spurred on by innovation from foursquare and Facebook.  Will this be the “hockey stick” year for foursquare, where growth kicks into hyperdrive? Or will Facebook roll over foursquare as it did MySpace? And what will it take to hook the masses in the check-in craze?
     
  • The year of trust?  Trust has always been an important brand attribute, but in 2011 it will become crucial for brands to earn followers, affinity and advocacy.  How will brands earn trust in social media channels?  How will trust be measured?  What happens to brands that lose on trust?  What steps will Facebook take to earn more trust as the social network continues to integrate itself into consumers’ surfing, social and mobile habits?
     
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