So as to not replicate the plethora of blog posts covering social media predictions for 2012, I thought it would be worth listing the ten areas I’d like to see develop within the social media and digital comms industry over the next twelve months. In no particular order….

1. Twitter to be able to offer UK case studies for their advertising packages. To date the offering looks unsophisticated with limited results for brands outside of the entertainment industry

2. Brands to get a lot smarter with integrating their above-the-line and social strategies. What really will sticking a Facebook logo at the end of an ad really generate?

3. A real contest between Facebook and Google+. There is no doubting that Google+ is a real game changer when it comes to the relationship between search and social. SEO agencies are already advising brands to take up residency. But the fact is, the audiences are not there yet.
4. A strategic approach to Facebook landing pages by brands. Some brands do this well but many are cluttered and confused. Two key questions that should be asked – what is the CTA for users and, can this page add value to my overall social media objectives (data capture perhaps?)
5. The acceptance that there really is no such thing as a ‘viral film’ unless the film itself has already been shared/syndicated to a significant volume of people.
6. For the industry to stop focusing on the next big thing to ‘destroy’ Facebook, and to start concentrating on best practice for existing channels.
7. For creative mobile campaigns to really come to fruition – with the results to follow suit – and the question of mobile access to be mandatory for any new platform build
8. Facebook and Twitter’s sales teams to realise that social media spend and strategic guidance does not just exist within media planning & buying agencies – particularly in a year when community posting and content become an integral part of the ads that are being served.
9. Community management being implemented by fully PR trained staff. It’s madness to think that communities should be run by anyone else who has not had experience in creative writing, crisis and issues management and relationship building.
10. Increased sophistication around buzz monitoring (as always) with providers demonstrating differentiation and providing a real competitive edge.