Social Media Predictions for 2013
The world’s most respected and proven marketers share what changes they believe are in store for social media in the new year.
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Credit Card Shenanigans
It must be great to be in the credit card business in the United States. Demand is relatively inelastic and regulation is lax, so you can charge whatever you want for an interest rate, increase your fees once or twice a year, and make additional money off cash withdrawals and foreign exchange transactions.
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Building an Experience
As people become ever more immune to traditional advertising and marketing, branding will become more important. Branding is all about building an emotional connection with customers. Making the decision to follow a strategy focused on building a brand is not without peril, however, as it means that you will have to choose to not do certain things, like pursue a low price strategy.
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At the end of 2012, my most conservative client agreed to establish a Twitter account (after several years of showing them how their colleagues and their clients are quite active on the channel). I agree that even the strongest social media hold-outs are going to step into the arena – they have to.
Re LinkedIn: Personally I think this channel is fantastic for B2B; however, the “endorsements†feature, I predict, will not be taken seriously for very long. The way the feature is set up now makes it too easy to accidentally click and “endorse†someone for a skill. I’ve done it, I’ve talked to other people who have clicked by mistake, AND I’ve been endorsed by people for skills they would have no firsthand (or second-hand, for that matter) knowledge of my ability. Having said that, I take the endorsements I see on a profile page with a grain of salt.