Name: Dr. Cathal Doyle
Email: cathal.doyle@umail.ucc.ie
Twitter: @Cathal_Doyle
Website: cathaldoyle.com
 Many of the platforms of social media are “open”, in that other users of the network
can see other people’s activity
 Are we starting to move to more “private” networks?
 Snapchat, Viber, Whatsapp
 We all use social media in some form to communicate
 Some users are lurkers, others power users
 We are building a digital profile, where reputation is king, and leaving many digital
breadcrumbs
 Inevitably, with the interest from users, organisations began to look at these
platforms (grassroots IS)
 Looking to gain some competitive advantages by bringing them into their
organisations
 What does this mean?
 A lot of organisations adopting them for the sake of it
 This leads to disappointment when there is no engagement
 Change is needed – but will organisations adopt?
 Information no longer needs to come from the top down
 A much more democratic way of doing business is needed
 Hierarchies are demolished with the introduction of social media platforms
 They are using them both internally and externally
 Internally to get employees to collaborate with each other
 Externally to interact with current and potential customers, as well as business
partners
 Airline organisations use Twitter to communicate with their passengers regarding
flight times, and baggage allowances
 Telecommunication organisations use Twitter to answer any queries that customers
might have
 Football organisations use Facebook to deliver exclusive pictures and videos of their
team’s
 More and more organisations are introducing social media policies
 What impact do these have on social media use?
 Are they necessary?
Six Social Media Trends for
2010
 1. Social media begins to look less social
 2. Corporations look to scale (http://www.newretailblog.com/social-media-case-
study-best-buys-twelpforce/)
 3. Social business becomes serious play
 4. Your company will have a social media policy (and it might actually be
enforced)
 5. Mobile becomes a social media lifeline
 6. Sharing no longer means e-mail
Six Social Media Trends for
2011
 1. It’s The Integration Economy, Stupid.
 2. Tablet & Mobile Wars Create Ubiquitous Social Computing
 3. Facebook Interrupts Location-Based Networking
 4. Average Participants Experience Social Media Schizophrenia
 5. Google Doesn’t Beat Them, They Join Them
 6. Social Functionality Makes Websites Fashionable Again
Six Social Media Trends for
2012
 1. Convergence Emergence
 2. The Cult of Influence
 3. Gamification Nation
 4. Social Sharing
 5. Social Television
 6. The Micro Economy
Seven Social Media Trends for
2013
 1. Investment in Social Media Will Become a Necessity, Not a Luxury
 2. Google+ Will Become a Major Factor
 3. Image-Centric Networks Will See Huge Success
 4. We’ll Witness the Rise of Micro-Video
 5. Foursquare Will Decline Sharply
 6. MySpace, Love it or Hate it, Will Grow
 7. LinkedIn Will Become a Major Player for B2B Business Growth
http://blogs.hbr.org/2014/01/whats-the-endgame-forsocial-media/
 The coming years will see more large and small businesses shifting social media from
just the corporate level or just the division level to both the corporate and division
level
 The first wave of social business was all about employee collaboration, giving rise to
products like Yammer, Jive, and Salesforce Chatter
 Then came the next wave, external social business, rooted in customer service,
corporate marketing, and communications
 More and more companies will usher in the third wave of social business by
empowering everyone across the organization to participate
 Corporate marketing teams will continue to use Facebook, Twitter, and LinkedIn for
brand awareness
 Sales teams and other customer-facing roles will increasingly tap into social
networks for ways to authentically reach and engage their customers and prospects
 They will look to build their credibility as a trusted advisor through value-added
content, and provide higher levels of service – all to ultimately increase business
and deepen relationships
 Even for employees in non-customer facing roles, the expectation will be that they
represent the company whenever online to amplify and reinforce the corporate
brand and its value to customers
 Enabling and training employees to effectively use social media for business
 Creating social business programs and guidelines
 Applying key business metrics to turn grand visions of social media into real business
process and ROI
Stenmark 2008 - Web 2.0 in the Business Environment: The New
Intranet or a Passing Hype?
 http://blogs.hbr.org/2013/07/the-real-power-of-enterprise-s/
 http://blogs.hbr.org/2013/03/how-to-make-space-for-social-m/
 http://sumthewholeshowup.wordpress.com/2013/11/15/social-media-policies-
impact-on-social-media/