From the Desk (and Mind) of Marc Landsberg

Social in 2020

I recently published a piece listing my predictions for social media in 2014.

But the real question is, what will it look like still further in the future? Like, in 2020?

Jeff Dachis, Teressa Iezzi, and I will be leading a discussion on this topic today during Social Media Week NYC. For the New Yorkers reading this, we really hope you can come.

Though no-one can tell for sure, here are 3 things that we can be fairly certain will happen:

1. Social Media Won’t Exist (as we know it). Social Media will simply be synonymous with content marketing, and will be the way virtually every marketer builds their consumer and customer engagement models. Long gone will be the day when digital marketing, and social media marketing, are viewed as an afterthought to amplify offline campaigns. Instead, social media will be the horizontal underpinning of every winning brands’ approach to content marketing. It will be less about platforms and tools, and instead, it will be all about content-driven engagement

2. Marketing Departments will Become Maker Departments- brand teams will be unlike anything we see today. Gone will be the traditional brand manager, and in her place will be an array of content innovators, audience managers, narrators, creative asset makers, data analysts, emerging platform engagement specialists, long-tail syndication gurus, writers, and responsive designers. The making of things will supercede the planning of things, and marketing departments will be all about the intersection of think and do. Their sole purpose will be turning thoughts into things, to drive continuous and measureable brand engagement

3. Pure Consumer (organic) Environments will be Distinct from Pure Brand (paid) Environments – it’s a long way of saying, gone will be the days of building a social platform to serve a consumer need, only to be followed by a desperate, investor-driven need to monetize that audience. Instead, we’ll see the Facebook of the future remain purely for the audiences it serves, with no hint of brand integration or sponsored content. Instead, fully transparent brand-sponsored platforms will become a prevalent alternative, enabling consumers in a fully transparent mode to participate in exchange for their own financial gain. Social media will be driven by personal choice – over here, I hang out with my friends and family to share photos and experiences, and over here, I hang out to monetize my own personal information and derive relevant, functional information about the things that matter to me.

For sure, there’s no crystal ball to the future, but if past is prelude, we can be pretty certain that these will become more the norm than the exception in social media marketing.


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