The world of social media is constantly changing, but with the start of a new year, we’d like to take a look at some recent changes in the social space and share a few platforms and developments to keep an eye on.
Google+: Business Pages and Local Social
A recent post from Forrester points out the rapid growth of Pinterest and Google+ in 2012 but notes that many B2B marketers are still skeptical of their effectiveness and impact on decision-makers. However, as these sites grow and evolve, more relevant opportunities for B2B marketing could emerge. For example, buzz surrounding Google+ and its Pages offering shows potential for local social connections, due to its link to Google Search, Maps and Reviews. While most directly beneficial to retailers and restaurants with storefronts, Google+’s business-friendly features could play a role in the B2B markets as well in 2013. Are you using Google+ at your company yet?
Pinterest: Business Capabilities and Visual Content
With the launch of its business pages, Pinterest has spurred predictions of an API in the near future, which could help businesses manage their marketing and track analytics. Pinterest’s growth also demonstrates the increasing importance of visual content. This past year, we saw the launch of Facebook’s Timeline layout and explosion of both Pinterest and Instagram. Would you use Pinterest for your business if you had more control over its functionality, look and feel.
Tout: Bite-Sized Video-Sharing
In 2013, we expect to see video sharing become almost as popular as photo sharing. One up-and-coming video-sharing service is Tout, which allows users to create and share 15-second clips. Deemed “Twitter for video,” Tout is currently catching on among athletes, celebrities, and news stations. Tout’s loyal fans often post their video clips to Twitter and have seen success as their followings grow at faster rates than average Twitter users. Still small and relatively unknown, Tout is a new channel to keep an eye on. Will you consider Tout or other video-sharing alternatives to YouTube in 2013?
Twitter: Engagement and Lead Generation
As Twitter continues to offer a way for marketers to engage with key audiences, it’s another platform for B2B marketers to explore. Staying on top of follower interactions may be time-consuming, but according to a recent PCMag article, more than 30 percent of marketers were able to generate leads via tweets. Do you use Twitter for lead gen yet?
Facebook: A Browser for Search + Social
While many marketers have lost faith in Facebook’s business capabilities, 2013 may bring new developments if the network integrates a browser into its portfolio of social media tools. Whether Facebook builds its own or acquires one that already exists, having a browser would allow Facebook access to more data on users’ online behaviors and help it compete with Google. Some experts have pointed to the browser RockMelt as a potential match. At this time, it’s not for sale, but because of RockMelt’s seamless integration with Facebook and Twitter, the browser is built for both social and searching. How do you feel about Facebook having more access to user data?
And finally, the most important question of all: which networks or social media elements do you think will play an important role in 2013?
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