From the early topic-based Internet to the egocentric digital network connecting people rather than homepages. In a few words, that’s the development we’ve witnessed the past 15-20 years. But what’s next? And what if we look ten years ahead?
This can only be a game of qualified guessing. It’s a cliché… but we never know exactly what lies ahead. Or to quote Jim Morrison: “The future’s uncertain and the end is always near”. A statement you cannot argue with.
But returning to the topic of the future of social media you could say, as Austen Mayor does on socialmediatoday.com, that we’re already in the future: “social media as an industry is very well versed and experienced.”
However, there’s no doubt that we’ll see social media and web-network technologies grow immensely the next two years. There’s plenty of room for improvements and growth. Geolocation is one prominent area where we’ve only seen the beginning.
Augie Ray discusses this issue in this interesting interview:
And ten years from now?
If we look ten years ahead the way of interacting and communicating introduced by social media will be the standard. Simply because the decisions makers in societies will be part of a generation where social media is the DNA.
This also entails that technology will become more sophisticated and almost invisible.
We tend to forget it but technology is not a goal in itself, only a means to an end. And the ‘end’ is ‘the community’, i.e. a network that enables us to connect with each other in more optimal, efficient and meaningful ways.
For companies, marketers etc. this will mean a move away from ‘channel thinking’ towards ‘relationship thinking’. We’re already talking about relationship building, and has been for a number of years, but the ‘channel thinking’ is still pre-dominant. Today, it seems no one disagrees with the need for multi-channel approaches.
But the channel thinking is basically sign of us still being at a early stage of the evolution of social media. Let’s hope we can pass that stage one day not too far away.
Three stages/decades visualized
Below you find three visuals describing the three stages mentioned above.
1) The early technology-oriented and topic-centered years with homepages, AltaVista.com etc. (the 90’s)
2) Web 2.0 and the rise of social media (the 00’s) (companies on the sideline)
3) Technology made invisible, network prevails, companies are an integrated part of the network (targeted messages, less or no mass communication) (the 10’s?)