As we wrap up 2009, I want to highlight some areas where our business will be focused in 2010. I could position these as predictions, but then I'd be stacking the deck because I know they're already going to happen.
- A talent shortage. There are just not enough people out there who possess a deep understanding of social media combined with business strategy experience. In some cases, it's not a lack of technical skills, but rather a lack of interpersonal acumen. On the flip side, this market void creates an opportunity for individuals who understand different functions, can navigate ambiguity in difficult political waters, and understand how to manage mission critical initiatives on a corporate level.
- Major social business strategy projects. You might not hear about any of these, because companies are putting infrastructure in place to support social business. There's no need to tip off the competition by discussing what's being built - these initiatives aren't about creating short-term buzz; they're about driving long-term profitability.
- Service provider consolidation. Lots of small companies out there "get it." Fewer big companies don't. As we roll into this maturing market for social business, scale is becoming the name of the game for clients and consultants alike.
- A shift in industry focus. The conversation about what's next will come to rest on social business. We've been hearing about the same old proof of concept examples now for years - it's time to figure out how to make social work for companies, not just individuals. A new wave of books will publish, but only a handful will be worth reading; many others will be sadly outdated and deliver DOA. Same goes for events - new gatherings and emergent outcomes, while others struggle to remain relevant.
All of these areas are related. If you are on the client-side, you may already be experiencing these issues; if not, then you may either have a window of opportunity or you may need to dig deeper into your competitive intelligence resources.
As for Dachis Group, we are actively hiring right now for the best professionals in social business. We've been working on strategy projects with major brands that will turn into the case studies of tomorrow. We are actively looking for companies that want to work with us closely to deliver social business design. And we'll be convening our first annual Social Business Summit in Austin next March.
I guess if you don't believe me, these might be predictions after all…but trust me on these.
