I know what you are going to say, "We havent heard from you in months and all of a sudden you make this post" - Correct!  The New Marketer has some big changes coming up in 2010.  Expect the best. 

In the meantime, check out a friends column in Adage.  - I'm glad she's on my team.

5 Social Media Implications for Brands in 2010

Social media strategists are dusting off their crystal balls to make their predictions for 2010. Recently, I took mine out at the FrogPond in an attempt to see the future and, lo and behold, my crystal ball had miraculously transformed into a Magic 8 Ball. I shook it and asked if some of my predictions for 2010 would come true, but the plastic thingy read, "Cannot predict now." At first, I thought it was busted, but then I realized my 8 ball was quite savvy. Technology changes so quickly in this space, it just couldn't keep up.

Despite this, I pushed on and below you will find my top 5 social media implications for brands. Remember, these are the ones that were more likely to get a reading from the 8 ball of "It is decidedly so" than "My sources say no."

1. Social media marketing will finally transition from "nice to have" to "must have": Brands that haven't embraced the medium will understand that social media marketing is not about slapping a brand page on Facebook and hoping for the best. Efforts will start with a sound strategy, a commitment to participate, and a willingness to listen and respond. This may seem obvious, but there are brands that still aren't fully engaged. As more brands like Ford and Pepsi hire heads of social media to lead the charge, 2010 will be the year that brands realize that social media is no longer a novelty; it's serious business.

2. Location-based social networking is here to stay: More consumers will use smartphone applications to tell their friends where they are and who they are with (i.e., Four Square & Loopt). 2010 will be the year for brands to figure out how to market to them. Local bars/restaurants have been the main advertisers. However, opportunities shouldn't be limited to food. For example, luxury retailers could target consumers checking in at upscale restaurants and invite them to sample sales or give discounts.

3. Experimental social media budgets are key: How can you predict what's going to be the Twitter topic of 2010? You can't. But that doesn't mean you don't have the opportunity to be a pioneer. Creating an emerging media budget will give your brand the flexibility to participate in communities and embrace technological platforms before your competitors do.

4. The division between the virtual world and the physical world will continue to blur: Digital technology enables consumers to understand the world around them as well as others. These advancements are accelerated by smartphone usage. You'll see more companies using simulations and augmented reality to provide users branded text overlays and 3-D virtual demos on their phone viewfinder.

5. Crowd sourcing will turn social media into a direct sales channel: Social media is typically thought of as a vehicle for branding and relationship marketing, but there are direct sales opportunities. For example, Best Buy celebrated opening day for the movie New Moon by asking its Facebook fans what their favorite vampire-themed films and books were. They put 50 of those items on sale on BestBuy.com. Many fans thanked Best Buy for listening to them and readily purchased the products.

The most important thing for brands to remember is that we should spend less of our efforts trying to predict "what's next for 2010" and focus on adapting quickly to changes in consumer behavior and technology. The one certainty is that social marketing strategies will have to evolve with whatever comes our way next year.

Sienna Farris is director of social media at StrawberryFrog. She can be reached at sienna@strawberryfrog.com

Just so you know.  I don't want you all committing wrongful marketing acts.  We all need to be aware of our marketing actions.  In the name of marketing I say, let's be better! lol Enjoy!

1. Thou shalt make thy content portable. The beauty of the social web is that if you make good content easy to share, real live people will be your “channels.” If your content is really good, the persistent will figure out a way to share it even if you don’t make it easy. But why make them work that hard?
2. Thou shalt remember that “content” is not just text. Photos, audio content/podcasts, and video should be included in any content strategy.
3. Thou shalt not use the word “viral.” It makes you sound like the middle-aged dad trying to use his teens’ slang, and is generally running about 2 years behind. Good, portable online content can become popular. A virus on your computer is generally a bad thing, remember?
4. Thou shalt not refer to your program as a “campaign.” Content marketing is a long-haul proposition, and really part of your overall communications plan. Are you going to stop any other parts of your communications plan when their “campaign” runs it’s course? No. And as long as there’s a web, you’re going to need to provide content.
5. Thou shalt not begin without an editorial calendar. Unless you like beating your head pointlessly against a brick wall. Then by all means, go right ahead.
6. Thou shalt delegate clear roles and responsibilities. Or thou shalt be cursed to play “ownership hot potato” while your stale content just sits there on the web.
7. Thou shalt honor thy legal department. Nuff said.
8. Thou shalt match thy content to the environment. Content strategy is no longer limited to the bounds of your primary URL. Develop Facebook-y content for Facebook, etc.
9. Thou shalt not allow thy website content to get as stale as week-old bread. Or thou art not allowed to whine when visitors go away to spend time elsewhere.
10. Thou shalt reward thy enthusiasts appropriately for sharing thine content. That may mean sponsoring a blogger. It may mean sharing some high-PR link love to someone who is talking you up. How you reward them is something to determine on a case-by-case basis, but don’t forget to do it.

Full Post by Kat French