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How will social media marketing evolve in 2010?

We have invited 2 Social Media Icons - Pam Brossman and Chris Garrett - to shed light on the following question: "What do you foresee as the biggest change that will happen in social media marketing in 2010? How should marketers and businesses adapt to this change?". Read on to get their insights.

Chris Garrett

Blog ChrisG Twitter chrisgarrett

"Just having "cares" in your Twitter name is not enough"

Chris Garrett's Bio

Chris Garrett is an internet consultant, writer, web geek and co-author of the popular ProBlogger Book. Since 1994, Chris has helped thousands of individuals, non-profits, small businesses and blue chips make the most of the web.

Chris Garrett's Tip

I have never been very good with predicting the future so I am sure other people will have better and more accurate answers! That said, the biggest changes I see in social media are evolutionary rather than revolutionary.

More businesses will embrace social media as the case studies and proven ROI cases surface. Many businesses are holding back from social because they do not want to risk their budgets and reputation, but will feel forced by industry and consumer pressure to get involved if only from a customer service and PR standpoint.

Social media roles will increase due to this business pressure, which means the job market for people with marketable skills will improve, but also there will be a bigger market for the snake oil types to exploit. As a knock on effect, social media training will be in demand.

On a consumer level I think mobile has finally become a crucial element and the old days of WAP can be put behind us. With more emphasis on local, geo, and portability the "iPhone effect" can now be truly felt and will increase in the new decade.


How Will Businesses adapt to this change?
Businesses will need to be savvy about their strategy and who they recruit to help them with it, because there is a wild west mentality but with real brands and reputations at stake. Also companies need to avoid the "veneer of openness" that is starting to emerge, where the impression of customer service and authenticity is created, without backing up the promises with action. Just having "cares" in your Twitter name and talking to people does not make the service you provide work better and consumers are starting to realize this and talk about it in numbers. Your brand is ultimately at the mercy of the people who are supposed to deliver your product, all the conversation in the world will not change that.

Pam Brossman

Blog Profitable Social Marketing Twitter pambrossman

Use more visual & auditory media in your marketing and start hanging out where your target market is.

Pam Brossman's Bio

After 25 years in the Corporate Communications industry, Pam has taken her visual communication and marketing skills plus her passion for video marketing to teach people the power of video marketing and ‘You Branding’ using digital mediums.  Pam recently completed her International Social Media Accreditation with ISMA and is passionate about helping women create their own brand and market their business effectively online.

Pam Brossman's Tip

I forsee more ‘personal branding’ and use of digital marketing plus, I also believe a lot more women are going to start driving the direction of social media. Why? Because women are natural networkers and absolutely love the web 2.0 environment where they can connect, engage, communicate, assist and build strong networks of likeminded people for whatever reason.

Social media will continue to grow more strategically as people learn how to utilize the different platforms for their personal and business needs.

Personal Branding Personal branding to me is all about standing out in the crowd and sharing your message. We all have a message that can make the difference in someone’s life and social media has given more people the opportunity to have a voice and actually be heard. Personal branding is about deciding what it is you want to represent and getting out there and ‘SHINING’ in that niche. Mark Eldridge of ISMA refers to it as being seen as the ‘obvious expert’ which is the perfect name for it. Examples of people who are effectively using personal branding to become the obvious expert in their niche is Gary Vaynerchuk Wine Guru and Branding Expert, Mari Smith Social Media and Facebook Expert,  Alexis Neely Family Law, Carrie Wilkerson – WAHM, Ali Brown Women Entrepreneurs  …there are so many people using their personal brand to get their message and make a difference and it is very powerful.

Digital Marketing
Includes marketing using the senses and I believe that visual and audio are going to grow massively in 2010. Stats have shown how people are wanting to receive and absorb their information and video and audio seem to be shining through. That is not to say the written word will become obsolete but I believe there will be a huge shift  and increase in the popularity and creation of visual information products, visual marketing products, online niche TV shows, video advertising, video interviewing, and multi-purposing of one media into several different forms of content for use on many social media platforms like YouTube, Facebook, FriendFeed, Itunes, Twitter, blogs, websites and many more. Very exciting times ahead!


How Will Businesses adapt to this change?
If you are an entrepreneur than I strongly suggest creating a ‘You Branding’ marketing strategy and start thinking about how you want to be seen as the ‘obvious expert’ for your niche and what mediums are going to best market your expertise so that you can stand out in the crowd.

For Businesses, I strongly suggest using much more visual and auditory media in their communication, marketing and product range in 2010 and beyond and start hanging out where their target market is. Social media is not a fad and for those who thought it was, you have a lot of catching up to do.

I will close my suggestions with:

  • Buy a video camera
  • Start sharing your knowledge using multiple digital mediums
  • Get your domain name, .tv, .com. Youtube Channel url, facebook url, fanpage url, twitter url, blog url
  • Get some professional photos done and start creating your own personal brand

There has never been a better time to shine as an individual…..stand out in 2010 it is going to be a great year!

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More Stories By Ambal Balakrishnan

Ambal has robust 17+ years experience working at and partnering with high-profile technology companies in both B2B and B2C marketplaces building scalable, reliable, high performance products (both hardware and software) for business with multi-billion dollar in annual revenue. She has done various roles that includes engineering, program management, business development, strategy and marketing for premium and fast growing product divisions at Cisco, Telecordia (prior name Bell Labs) and strategic marketing consulting firm ClickDocuments. At Cisco, she focused on world wide marketing and positioning of Cisco's Cloud & Data Center switching business. She brings both strong engineering & marketing skills with verticals experience from many different industries. Ambal received her Masters in Computer Science from Purdue University and an MBA in Marketing, Strategy and Entrepreneurship from Wharton University of Pennsylvania. Ambal is an avid reader and hiker. Her hiking pursuits have taken her to several mountains including Mt. Whitney at 14,500 feet (which she managed to climb in 1 day). Ambal lives in Austin, TX with her family of 3 boys (that includes her husband!) and a border-collie+lab mix dog named Rainbow.