{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

2009 was a banner year for social media. Fueled in large part by the impressive growth of Twitter and Facebook and the adoption of both by major brands and recognizable individuals, it's safe to say that social media truly went 'mainstream' this year.

That means new opportunities, and new challenges, in 2010 as social media finds its place in the overall mediasphere. Here are five tips for companies looking to take their social media efforts to the next level in 2010.

  1. Get creative. Just being on Facebook and Twitter isn't enough. As social media matures, companies will need to do more to stand out and stay relevant. That means going beyond "We're on [site name]" to "We're using [site name] to do x, y and z" and developing strategies relevant to those objectives.
  2. Bring on the right people. Many companies have relied on outside social media consultants and agencies (and unfortunately a few gurus) to help them get started with social media. That can work in the beginning but it's hard to be truly 'social' and 'authentic' when somebody who isn't part of your company is managing your social media presence. For companies that see social media as a long-term must, it's time to consider building a competent in-house team that focuses, in whole or in large part, on social media.
  3. Make measurement a priority. 2009 was the year that many companies really got involved with social media in a big way, or at least became far more comfortable with it. Now that initial experimentation is out of the way and social media is more than a new toy, measuring what social media delivers should be a priority. In other words, this is the year to face the social media ROI issue head on.
  4. Specialize. Right now, the majority of companies I see have what I'd call a broad social media strategy. They have a presence on most of the popular sites, but depth is lacking. In 2010, companies should determine which platforms are best-suited to their needs and consider jettisoning those that are being used just for the sake of using them.
  5. Prepare for the end of the honeymoon. If you're serious about social media, you're serious about turning it into something sustainable. At some point, the media honeymoon will be over and novelty alone won't attract the attention it often does today. That means companies should start thinking less about how they're going to get into relationships with consumers via social media and more about how they're going to foster long-term relationships.

Photo credit: webtreats via Flickr.

Patricio Robles

Published 11 December, 2009 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2392 more posts from this author

Comments (18)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

RunMarketing.co.uk

I agree 2010 will see more competitive creativity in social media - it'll have to, as there's only so much eye-time/ear-time that people can absorb.

I predict we'll also see a survey in Q4 2010 where we see disillusion with social media, largely because firms aren't clear on what they want to acheive on social platforms and set realistic objectives.

over 6 years ago

Avatar-blank-50x50

Michael

Thanks for sharing these tips . Social Media is becoming important now days to promote or advertise your product. Sites Like facebook , twitter etc has brought a new revolution in this. But its going to be tough in future and also competitive

over 6 years ago

Avatar-blank-50x50

Mike Stenger

Great tips Patricio. I don't know if I fully agree with number two and where you said that it's hard to be truly social and authentic when somebody who isn't part of your company is managing your social media presence.


I think that really depends on the people you hire. Sure, in house teams are fantastic but an outside source can contribute a ton of value. As well, if you have someone that actually gets and understands what you do, including being passionate about what it is you do and your goals, I think they'll do an incredibly good job.


It's one thing to take on projects and do work for money than to take on work and clients because it's what you love to do and enjoy them and what they do, ie. giving a crap and having a clear and passionate understanding.

over 6 years ago

Corinna Witt

Corinna Witt, Owner at Corinna Witt : e-conceptory

Thanks for this post, Patricio. Clear and concise and really says it all. I agree with Mike, though. An outside source can do the job just as well as long as they are passionate about it. Obviously, I have to say this, being an online marketing consultant myself but after all it's not only people working with a company that identify themselves with a brand. In fact, the very point of branding is for customers to identify with the message and/or product. Sometimes 'outsiders' could be more engaged than 'insiders'. A few brands have already used this to their advantage in social media, for example Nike with their brand ambassadors. Here's an article that mentions brand ambassadors on my blog.

over 6 years ago

Avatar-blank-50x50

Irina Kremin

I found that corporations are still underestimate the power of social media, I just came back from LeWeb - the biggest internet conference in Europe, and I could hardly see any corporate attendees there, among 2000+ guests.

over 6 years ago

Avatar-blank-50x50

Evan

Great suggestions. Don't forget your social media managers should be very proactive and post a lot of good content...no time for lacking!

over 6 years ago

Avatar-blank-50x50

Cynthea Kinnaman

I think measurement is going to be the big topic in 2010. Thanks for posting this thought-provoking list.

Here's a tip: For blogging, set a few minutes every other day - choose the time of day that you feel most inspired and creative... is it first thing in the morning with your first cup of coffee? Or do you need a few cups of coffee before you're ready to write. Make a commitment to that time of day, every other day.

over 6 years ago

Avatar-blank-50x50

Jennifer Wing

I agree with run marketing's comment about setting realistic objectives.  Many still think of the internet as magic and that once you dip your foot into it then success will happen overnight, instead of seeing it as a place to reach more people than ever before with your message but still hard work and dedication.  There has been a lot of miscommunication I think with all the hype about social media. When individuals or even companies don't see results immediately or quick enough they jump ship and exclaim "It didn't work for me"  This is a widespread social media epidemic and bound to get worse in 2010. This is why initially companies need to hire professionals and put a little money into this type of marketing -  to train and lead them in the right direction.  Furthermore it makes them less likely to give up and more focused on making it work.  Overall a much higher chance for success when a monetary investment is made. 

over 6 years ago

Avatar-blank-50x50

Maggie

I really liked your comments on the fast food content article. It shouldn't surprise me that you'd be so insightful about the relevance of social media. I have to thank Jennifer Wing- showing my business partner this article has been helpful in convincing her to use www.3-prime.com for all of our internet marketing, but I cannot tell you the impact of your comment : "This is why initially companies need to hire professionals and put a little money into this type of marketing - to train and lead them in the right direction. Furthermore it makes them less likely to give up and more focused on making it work. Overall a much higher chance for success when a monetary investment is made. " Okay, I'll try. It really hit home. Thank you and Patricio both for the education.

over 6 years ago

Avatar-blank-50x50

Martin

It's a sad fact that Twitter has fallen to the corporate mob who are scrambling to monetise it. It was never meant to be that way, but I guess it was inevitable. As soon as these communities gain critical mass, they're going to be milked for their economic value. Twitter has been around for a good few years and there wasn't much going on commercially; businesses didn't jump on it....until of course it gained so much ground and they recognised Twitter not as a community but as a 'market'. Twitter (and indeed Facebook) were the anti-theis to the traditional mass advertising methods of corporations — they were a last refuse of the internet community, not a home to those who want to monetise everything — these communities were supposed to be grassroots and for individuals. But it's also a sad fact that now, these entities cannot survive long term, evolve and innovate without those who invest in them... It's a symbiosis between the two.

over 6 years ago

Avatar-blank-50x50

Claire

As Social media is going to mature, more compitative than companies should establish a department with specilized, skilled person other wise they can't get the advantages fo social media.

over 6 years ago

Avatar-blank-50x50

linkmoko

Social media is a very important tool in today's world as far as business is concerned and it becomes all the more important for small businesses as they need exposure too. I get a lot of traffic from Flickr, and also have the feeling that when I understand it better, that StumbleUpon will be right for my niche (healthy food) and I still don’t know about Facebook.

over 6 years ago

Avatar-blank-50x50

Purvvi

Thanks Patricio, this was really helpful with newer focus areas for all social media driven companies.

over 6 years ago

Avatar-blank-50x50

social network design

There has been a lot of miscommunication I think with all the hype about social media. When individuals or even companies don't see results immediately or quick enough they jump ship and exclaim "It didn't work for me"  This is a widespread social media epidemic and bound to get worse in 2010. This is why initially companies need to hire professionals and put a little money into this type of marketing -  to train and lead them in the right direction.

over 6 years ago

Avatar-blank-50x50

social network design

Good tips. Can you give me good definition about creativity, the first point.

over 6 years ago

Avatar-blank-50x50

lehlohonolo

i belive that thi is a total weast of time and i think is realy stupit to think of only 2010, what about 2012

over 6 years ago

Avatar-blank-50x50

data recovery

All of those connections and networking events were worthless if you don’t follow up. I usually write details of the people I meet on the back of their business cards

over 6 years ago

Avatar-blank-50x50

Sherry Malcom

Awesome post Patricio. Trends always come and go, and although social media has been a huge trend for a few years now, we have to be ready to re-vamp our strategies at some point. I 100% agree with your suggestions. :)

about 5 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.