Will the Bubble Pop for Social Software Companies?

Steve Rubel, EVP/Global Strategy and Insights for Edelman, tweeted a link to an article in Mint.com’s blog, MintLife, on the “6 Unexpected Internet Trends for 2012.” One of the predictions speaks to the investment bubble in social media:

The Social Shakeout Gartner Group, in its annual list of predictions, forecasts that the investment bubble in consumer social networks will pop in 2013 and the bubble in enterprise social software companies will pop in 2014. It’s a gutsy call, but it might be wise not to count on their timing being all that accurate.

As Social Engagers in our day-to-day work life, we rely heavily on social software companies (such as publishers, e.g. Vitrue, and listening and analytics platforms, e.g. Crimson Hexagon) and their ever-changing relationships with the social media platforms. Sometimes they are phenomenal, and other times we are forced to find work arounds at the last minute, while still maintaining consistent analytics and results.

The industry of “social media” has enjoyed wild success over the past 2-3 years. As new media strategists, we need to recognize that our value is not in providing content/marketing calendars to maintain our existing social platforms. Instead, we must ensure we continue to seek out the latest technology innovations that best serve consumers, whether it be new platforms like Pinterest or innovations of existing technologies. We are valuable for our adaptability and ability to transition quickly. After all, all other platforms (web, email, newsletters, etc.) all end up with a content/editorial marketing calendar. We should not get comfortable in the schedule but in the interruptions. Especially this year – before the bubble pops.

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