I think 2011 is going to be a very interesting year in the social media world. Generally speaking I believe the marketing world is going to start understanding better the value of, and how better to assign value to, deep consumer relationships.

Right now everyone is trying to assign a dollar value to a Facebook fan or Twitter follower instead of addressing the fact that the engagement and interaction that takes place in these mediums are incredibly important to a brand. Building a relationship with existing and future customers is the true value and strength of social media/marketing and what will and has allowed brands to survive and flourish for the long-term.

ROI (return on investment) is incredibly important whenever investing, but companies will start looking to ROR: Return on Relationship, when planning, strategizing and most importantly evaluating social marketing … especially smaller competitors who can more easily drive and control Relationship Marketing.

As far as specific predictions go I have a couple… Google will acquire Twitter, and pay whatever it takes to grab a valuable piece of the social marketing landscape, and FourSquare, et al will disappear as geotargeting will become more of a proactive medium controlled by those who really know where you are and what you are doing… the credit card companies and others who you tell where you are and what you are doing simple by being there and not having to make a notification.

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