{"id":4670,"date":"2013-02-10T02:47:00","date_gmt":"2013-02-10T02:47:00","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=4670"},"modified":"2013-02-23T13:46:39","modified_gmt":"2013-02-23T13:46:39","slug":"where-social-is-going-in-2013","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/02\/where-social-is-going-in-2013\/","title":{"rendered":"Where Social Is Going in 2013"},"content":{"rendered":"

\"\"Here\u2019s my prediction: Social will get the \u2018third degree\u2019 in 2013. I\u2019m starting to see some backlash in the press about social media marketing. The avalanche of startups in the social space over the last couple years are causing VCs to hold their wallets. And Facebook\u2019s stock recovery isn\u2019t happening fast enough.<\/p>\n

And so it goes. Nothing to fear. The evolution is almost predictable. Think back to the industry \u2018movements\u2019 in the 90s \u2013 such as ASP, CRM, Web 2.0, Web\/TV convergence. \u00a0All of them followed a similar path, and yet, have become \u2018mainstream\u2019. ASP = Cloud. CRM = Social CRM. Web 2.0 is just the way things work on the web. And the Web\/TV convergence is happening in Social TV. We had the right ideas\u2026just a lot of creative destruction to figure things out, including the nomenclature.<\/p>\n

Now Social is mainstream. If it wasn\u2019t for the growth of Twitter, Pinterest and 1B users on Facebook, Microsoft\u2019s launch of their own social network should be signal enough! This all means the hype starts to settle. Some elements of the movement come under attack. And \u00a0social just becomes a layer into our personal and corporate lives. I think 2013 will mark this transition.<\/p>\n

For brands and marketers the goals of engagement and participation are as real as ever. In fact, they will continue to grow. It\u2019s not like your audience is suddenly \u2018snapping out of it\u2019 saying, \u201cI\u2019ve had enough of real-time, mobile, social experience\u2026I\u2019m ready for passivity! Bring on the 30 second spots and IAB ads, again.\u201d If anything, as real-time fragments of real-time content and consumer eyes rally across the explosion of digital screens, these experiences will *have* to be real-time, relevant and socially connected.<\/p>\n

At Mass Relevance, we\u2019ve made the bet that this normalization of social is leading to \u201cIntegrated Social Engagement\u201d. We\u2019ve built our company to support our clients in adapting to these key trends to power participation, engagement and relevant brand experiences.<\/p>\n

 <\/p>\n

\"pepsi1<\/a><\/p>\n

 <\/p>\n

We\u2019ve made the bet that social is mainstream enough that functional leaders \u2014 not just the two social PR folks in the company \u2014 need to figure out how to leverage the social layer into their initiatives in ways that drive the same measures they have today.<\/p>\n

We\u2019ve also made the bet that brands and media will need a platform to manage this evolution with speed, assurance, and innovation. The ability to aggregate, discover, filter, moderate, visualize, integrate and report from one platform will become a must have. And I\u2019m pleased it already has with many of our progressive clients.<\/p>\n

Nothing is slowing down. In 2013 \u2013 it\u2019s time to move with agility to create engagement, participation and relevance to your explosion of digital experiences. Maybe you just don\u2019t call it social? We call it Mass Relevance.
\n<\/strong><\/p>\n

Sam Decker<\/p>\n","protected":false},"excerpt":{"rendered":"

Here\u2019s my prediction: Social will get the \u2018third degree\u2019 in 2013. I\u2019m starting to see some backlash in the press about social media marketing. The avalanche of startups in the social space over the last couple years are causing VCs to hold their wallets. And Facebook\u2019s stock recovery isn\u2019t happening fast enough. And so it … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,10],"tags":[],"class_list":["post-4670","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-samdecker"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4670","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=4670"}],"version-history":[{"count":7,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4670\/revisions"}],"predecessor-version":[{"id":4688,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4670\/revisions\/4688"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=4670"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=4670"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=4670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}