What is going to happen in this year 2012? I don’t like making predictions, but there are some major social media tactics that we can expect to affect businesses in 2012. Some of these tactics already have been adopted by selected companies, but this year we’ll see mass adoption of these tactics by businesses of all sizes.

Let’s discuss about few in this article.

Marketer’s Intelligence:

We all were able to see a plethora of new technology; which moved social media monitoring and started crunching some sophisticated data to gauge sentiment to drive marketing campaigns.

This year 2012, business will take a step forward looking at company mentions, datable “sentiments” and arguable influence scores, and will move forwards by combining all disparate social data to form a marketing intelligence that drives future market campaigns. Quite few have already begun this, but we can soon expect more & more.

Marketers are not anymore tongue tied by C-suite which “mentions on social media…..so what?” because various platforms are going to help marketers make smarter marketing decisions based on social listening.

Use of Facebook for More Profit:

Facebook has billion of users, but business Facebook 2012 will be focusing more on profitability and a laser – sharp ROI focus when it comes to Facebook contests, Facebook ads, and Facebook only promotion. Business will also realize that there is more in Facebook than measuring a fan becoming a paid customer. Marketers will open to measure non-linear path of ROI measurement like creating Facebook-only promos to drive offline traffic. Retailers are best example, where lots of buzz and Facebook-only promotions will be done to drive foot traffic into retail stores. Besides large retailers, we’ll see an increasing number of small and medium-sized businesses adopt this strategy.

Advertisers also will start measuring Facebook Ads campaigns, based on profitability that either help revenues or save some kind of cost savings.

Google’s Strength:

Google will aggressively roll out new features to Google +and make Google + pages more business friendly. One of the biggest advantages Google has is its integration with other Google properties like search engines results, YouTube, Google Reader etc…

Google has set an internal focus on social last year by restricting its employee bonus and salary structure, based on Google’s success on social. This internal focus ensures; that Google is always working on developing area. So this internal focus with external push could make a good year for consumer with Google +.

Quality Content:

We all love and always appreciate the importance of quality content – content that is engaging, relevant and unique to the user.

For the past few years, companies are rushing to create content with the sole purpose content for SEO. But we all know what happened to Panda update; it needed timely and mush recent update from Google.

In this year 2012 a more structured approach by businesses, is to create content that focuses on unique value to readers resulting in higher engagement levels with community members. We can see more holistic approach from business with content of any type like videos, photos, etc…

Community Building & Management:

Now a day’s marketers are well sophisticated with planning and measuring, also can find very close attention to their existing members. An increased emphasis will be placed on building on engaged community as opposed to simply amassing number. This community has to energize their community members and engage the members in variety of things like product development, market search, and special product discounts, etc…

Community building and management is all about people, contents and consistency and this will be widely adopted in 2012.

Social, Local, Mobile(SoLoMo):

SoLoMo-Social, Local and Mobile triumvirate will get a strong hold in 2012 with more social, mobile devices. Top daily sites like Groupon and Living Social are perfect examples. Foursquare is perfectly positioned for SOLOME tactic.

SEO Factors:

Traditional On-page SEO factors will still hold true since it’s all about making your content search friendly, but what we’ll see in 2012 and beyond is strong social media sharing activities will drive SEO results. Last year we witnessed Google’s push to integrate social results into its SERP and the Facebook Bing relationship. As a result, more businesses will ensure closer collaboration between their search and social teams.


It’s easy to get overwhelmed with the rapidly evolving social media and search landscape. Social and search are also closely intertwined so pushing on few tactics above will impact other tactics as well.

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