It’s been about a year since Forrester hired Jeremiah Owyang where he has been developing his platform/niche from a research perspective while serving and educating many a Forrester customer about the rise and impact of Social Technologies on brands and companies. In his latest report, Jeremiah lays out some of his predictions about the “Future of the Social Web”. I had a chance to interview Jeremiah about this recent piece of research last week in San Francisco at the combo Society of New Communications Research Forum and the Inbound Marketing Summit.
The report begins under the construct that “Social Networks Proliferate, Yet Communities Are Locked in Disparate Islands”. Basically, consumers and businesses today are experiencing high levels of frustration with respect to the closed nature of the social platforms that they are interacting with. Jeremiah predicts that social ID’s (like Facebook Connect) will begin to pry open these platforms and the various interactions that consumers and brands have with each other. Ultimately, the consumer will determine their social credentials and decided whether they would like them to be carried across networks. This would enable the connected consumer to be in even more control of customer experience, product reviews, purchase behaviors of brands.
A great report and roadmap that brands need to digest and heed. For those that are already very actively involved in social technologies some of this may not be a leap of faith, but to many it may be. Additionally, the progression of events many unfold over a longer trajectory that Jeremiah lays out. As wells as some challenges along the way such as consumer privacy, social network overexposure/fatigue, and the need for social networks to beef up data processing abilities. I would strongly encourage marketers to get a hold of the report and digest a potential scenario of the “Future of the Social Web”.
Jeremiah, a personal thank you for the video synopsis of the your insightful 18 page report in just a few minutes!
Blake Cahill
Visible Technologies
3 comments ↓
indeed, the “social cloud” or whatever it’s called looks very promising. From a social media monitoring perspective though, if Facebook Connect became the standard, well, let’s just say it would be a big blow to the social media listening industry, wouldn’t it. Good luck tracking these interactions and connections if Facebook is the conduit…
Facebook Connect victory would be a HUGE blow to the open community. It cannot be the ultimate login/ID process
Hopefully, it will be more like this (Firefox OpenId integration through Weave):
http://www.readwriteweb.com/ar.....ent-137033
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