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move rapidly towards the plateau of productivity. This makes it an exciting place to invest budgets, gain traction with consumers and achieve both business and marketing objectives.

THE RISE OF SOCIAL BUSINESS More companies will move beyond an experimental approach to social media.

PAID, OWNED AND EARNED

SOCIAL SOFTWARE

The challenge facing brands will be to successfully utilise the software to deliver real business benefit. In such a nascent industry, we can expect some trailblazers to drive competitive business advantage for their clients, while others will fail just as fast as they appeared. It will take canny observers to predict the winners and losers.

In such a nascent industry, we can expect some trailblazers to drive competitive business advantage for their clients, while others will fail just as fast as they appeared. It will take canny observers to predict the winners and losers.

The discussion about who "owns" social media will move to be focused on "how can we better colla-borate and become more open?". Human resources, customer service, insight and operations, as well as marketing, should all benefit.

The shift towards closer integration between paid, owned and earned media will accelerate in 2013. As social networks look for ways to monetise their audiences and brands search for more effective ways to engage consumers, there will be increased growth of paid-for social advertising. Facebook may see the lion’s share of advertising revenue but will need to tread a delicate balance between consumers’ and advertisers’ needs. Expect to see plenty of changes around the News Feed, ticker and notifications. Expect changes to the EdgeRank algorithm and key application programming interfaces. After all, if you are only "1 per cent done", there is plenty of change ahead.

SOCIAL MEDIA MEASUREMENT

THE RISE OF SOCIAL CRM

With the emergence of better-tracking and more useful social CRM platforms, brands can focus on finding and engaging valuable brand advocates. Turning these "superfans" into evangelists and rewarding them will move from being ad hoc to becoming part of a structured programme. In turn, consumers will become wiser about their importance to brands and look to demand a better deal in the value exchange. Expect some high-profile fallouts.  

BIG DATA

The promise of finding the needle in the haystack – the insight from the data puke – is an exciting one. The reality of looking at large volumes of social data in real time, understanding and responding to it is far more challenging. So, although 2013 won’t quite be "the year of big data", we’ll certainly see significant leaps forward.

Talent, expertise and creativity will be key components that will influence success.

the social media industry, and those brands willing to invest in it, will become stronger. Because data is accessible, points of view are shared and there is a cultural willingness to fail fast, learning from the randomness will be accelerated. In these fragile times, it’s comforting to know we may be able to rely on the antifragility of social media this year.

Two-thirds of the value unlocked by social media rests in “improved communications and collaboration within and across enterprises,”

Far from a distraction, in other words, social media proves a surprising boon to productivity.

Social technologies have the potential to free up expertise trapped in departmental silos. High-skill workers can now be tapped company-wide. Managers can find out “which employees have the deepest knowledge in certain subjects, or who last contributed to a project and how to get in touch with them quickly,” says New York Times tech reporter Quentin Hardy.

the report suggest that tools like Yammer are the tip of the iceberg. Right now, only five percent of all communications and content use in the U.S. happens on social networks, mainly in the form of content sharing and online socializing. But McKinsey analysts point out that almost any human interaction in the workplace can be "socialized"--endowed with the speed, scale, and disruptive economics of the Internet.

echoed of late from the most authoritative of places: Wall Street

Google, Microsoft, Salesforce, Adobe, and even Ellison’s own Oracle--have spent upward of $2.5 billion snatching up social media tools to add to their enterprise suites. Even Twitter-phobic CEOs may have a hard time ignoring that business case.