Social Media in 2020

When the term social media was crafted for the first time, it was all the rage with technology early adopters and millennials. Today most age groups are using one or more social platforms on regular basis.

The crucial importance of social media today by no means can be disputed. But, that importance is no longer simply because it is new. Rather, it is because social media offers something truly useful to the world and to business in particular. This move from novelty to purpose will transport social media to a whole new place in society and in marketing campaigns over the next few years.

There is a continuous evolution we are already seeing in social media. Many changes have taken place and here are a few examples of these dramatic changes. The move away from focusing on "going viral" to creating relevant engagement, the shift away from a seemingly sole reliance on Facebook as the cornerstone of social media marketing, the realization that "just being there" isn't enough and the awareness that content is more than just words have all set the stage for what is to come next.

Social media 2020: What will it look like?

Although predicting the future is by no means an easy task, yet we can make some assumptions based on today's information. In looking at the evolution of social media to this point and the current landscape of internet marketing, we can get a sense of the trajectory of some big themes emerging. The following are five predictions for how this once futuristic experiment will weave into tomorrow's world of marketing.

1) Social media makes big data even bigger.

Big data essentially refers to the blend of all available customer-related information. Every business knows the importance of knowing as much information as you can about customers; the more you know your customers the more you can connect with them. For instance, if retail business can combine search history and purchase history with social media comments or discussions, this strategy will help us to drive a prospect into a store or click and call without being "interruptive" to that consumer.

The cornerstone of this strategy is effective connection. And this is pretty obvious since the very first benefit of social media platforms is connection. Right now, much of the interaction data in social media platforms are closed, not able to be mixed up in order to get a more complete picture of a customer. This trend that exists today will change over time, predicts Dev Basu, founder and CEO of Powered by Search. "As data becomes more commoditized, platforms will open their data. That will create huge new opportunities for social marketing". In fact, author and social media writer Mark Schaefer estimates that by 2020, data will increase 600 percent, 75 percent of which will be created by customers, not businesses. Finding ways to mash up and use these data will create huge opportunity.

2) Mobile and entertainment will morph.

The booming increase in mobile use suggests that it will overtake desktop as the primary means of accessing the internet in the very near future. The movement will not stop there. We've moved beyond smartphones and connected tablets to cars. Imagine your car dashboard with a touchscreen browser. Well you don't have to imagine. The Tesla Model S is just the first generation of mobile internet in your vehicle. But don't stop there. Wearable technology, like Google Glass, changes the way we think about constant connectivity. In fact, they just announced broader distribution and sales channels of Google Glass, and it will not be long before major eyewear brands license the technology.

For social media marketing, this means not just posting text heavy content, for example, but utilizing video, tappable post elements, and other relevant tools to enrich the customer experience and interaction with you. In fact, you should look beyond text-focused social media platforms and consider adding some that are more visually centered to the mix. Your complete strategy should be based upon engaging users in the mobile experience and encourage them to generate user content (pictures, videos, and reviews) and to share it.

3) Marketing programs will reintegrate.

High level marketers are continuously working to integrate marketing efforts across different social media channels. Through the early years of social media, its inclusion as a marketing tool was most frequently an aside or an afterthought. Long gone are the days of "I guess our business needs a Facebook page". Social media (and by that I mean far more than just Facebook) will be a critical element to content-based marketing strategies and programs.

Brands will focus on mobile interactivity because that is where consumers spend more of their time. The key change I see coming is changing expectations of what consumers want from social media. Social media analyst and entrepreneur Bob Zukis says social media needs to serve a broader purpose than just networking.

Let's put it this way, instead of looking at social media as simply a tool to communicate with your prospects and sell to your customers, you should look at it as a valuable way to connect and build loyalty with your customers. Use social media to build your brand and to transform your customers to brand ambassadors and advocates. Stop promoting to them and start relating with them leveraging your marketing communications efforts all the while. What better way to do this than via social media?

4) Content marketing will grow -- with help.

We all seek higher rates of visibility on the internet. And content is the real currency for visibility. It is through relevant, useful, and informative content that companies can reach customers and even increase SEO results. However, the challenge for many businesses; especially small ones is bandwidth. The ability to easily and efficiently create and publish content has traditionally been a big stumbling block to content marketing.

Technology can help businesses facing this challenge in the form of modern content management systems. Yesterday's CMS tools were large, and expensive. It was made to be used only for the big guys. In today's business CMS tools, on the other hand, offer a variety of sleeker, simpler, and easier-to-use options, making them viable for any company serious about producing and utilizing social content for marketing purposes.

5) The power of your network will deliver.

Brands that win in the future will be able to "power up" their network of employees, franchisers, or dealers to increase visibility and sales. We are quickly moving from the "wisdom of the crowd" to "the power of the crowd". As the internet becomes a crowded, content-filled place, it will be increasingly hard for businesses to be visible on social media. Coordinated strategies, particularly national to local marketing, will provide an advantage to businesses that can mobilize their networks first.

Andrew Shotland, founder of Local SEO Guide warns "that while the majority of consumers will ignore privacy issues in exchange for product and service benefits, a valuable, vocal minority will flock to businesses that proactively respect and protect their privacy". As you power up your network, brands will have to make important decisions on where they will stand on privacy and how they want to use it as a marketing differentiator.

What does this mean for you?

• First, make sure your business is in the game. Do not wait until you feel like you know all the answers before you allocate budget. Get a head start on your competitors by increasing your investment in both mobile and social today. This will give you time to learn more and master your skills and ability to implement programs that really work.

• Second thing to do; you should develop a process for capturing metrics, reviewing them, and using them. All three of these elements must be included. Metrics are of no use to you if you do not act on them. You must know what is and is not working so that you can adjust your efforts and get the maximum return on your investment.

I have one additional surprise to you. Today everyone is becoming an entrepreneur. Walk into any coffee shop and you will see a high percentage of the people running their little enterprises out of the coffee shop. Office space is changing to accommodate completely new workplace solutions. With social media, the "local" store is back, but it is not based on proximity; it's based on community and connections.

The great paradigm shift of social media is well underway. Marketers all over the world expect social marketing to become central to their overall marketing communications effort. Smart marketers will be learning how to get the most from these new tools to give them a competitive advantage. The time is now; go forth and connect.