How The Future Of The Social Web Will Effect You
By Neville Hobson
Brian Solis writes a thought-provoking post about how he sees the future of the social web, prompted by a Forrester report of the same name published in April.
Forrester's research examined what's happening in the context of what they describe as the five eras of the social web that began over a decade ago and continues through 2014. Their arguments on how the web is developing and evolving is nicely illustrated in this graphic from their report: how the five eras overlap and how the metamorphosis that's happening is accelerating, driven by technology as a catalyst amid people's rapidly-changing online behaviours.
Brian does a good job in summarizing the thrust of Forrester's arguments, centred around portable identity or data portability as the prime catalyst for empowering consumers. His post makes some of the key aspects in Forrester's report (which I read when it was published in April) a lot clearer.
Brian takes Forrester's conclusion -
Today's social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them - transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products.
- and extends that view by introducing the notion of SRM: Social Relationship Management. He explains it thus:
[...] The Social Web is distributing influence beyond the customer landscape, allocating authority amongst stakeholders, prospects, advocates, decision makers, and peers. SRM recognizes that whether someone recommended a product, purchased a product, or simply recognized it publicly, in the end, each makes an impact on behavior at varying levels.
Therefore customers are now merely part of a larger equation that also balances vendors, experts, partners, and other authorities. In the realm of SRM, influence is distributed and it is recognizes wherever and however it takes shape.
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About the Author:
Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology.
Neville is a UK-based communicator, blogger and podcaster. He helps companies use effective communication to achieve their business goals. Visit Neville Hobson's blog: NevilleHobson.com.