5 Social Trends to Watch

The following 5 trends appeared in an article by PSFK this week and we thought we’ll share them with you.

1.    Social Identity will be embedded in all devices – when setting up new mobile devices your Facebook, Twitter, etc. identity will be entered. You will no longer be required to login to Facebook or Twitter manually because your mobile device will seamlessly access your profile.

Check this link to find out about the latest rumours about a Facebook phone

2.       Online sharing will become embedded in media life – Sharing is caring and with your social identity embedded into the devices we use daily, social sharing will become a fundamental part of the way we enjoy media. Moving forward our regular TV’s, DVD players and music players will become internet enabled to allow us to share likes, links and comments. Your TV’s remote control may include a “like” button which links to your Facebook profile, while music players will sync preferences to preferred identity. Think Amazon’s “People who like this book also bought this” or iTunes Genius creating a playlist for you.

3.       Location will be embedded in all activities – Location aware devices will alert you to things or people nearby that may be of interest based on your social profile. You will be automatically checked into a place and informed if any of your friends are nearby.

4.       Smart devices and web apps will automatically check in and post updates – Identity aware devices, empowered by embeddable RFID tags, will allow this type of technology to spread beyond the mobile phone. A smart coffee thermos, for example, could enable auto-checkins and send coupons to your phone as you enter your favourite coffee shop.

The use of RFID tags has been trialled already by Coca Cola and Facebook in Israel.

5.       Social networking will redefine how large organisations communicate – Collaboration and sharing among colleagues will go beyond sharing documents. Software and intranets will expand to the ability to find colleagues by shared interest and collaborate seamlessly in a multi-channel environment.

What does all this mean to us as individuals?

Check out the following video for a visual on how the screen technology will evolve in the next years and change our life. It’s pretty cool.


So we will be connected to other people (friends and strangers) from the minute we wake up via mobile devices and apps posting info to others about us.

Your Facebook and Twitter feed will display something like this:

Martina got up at 7am. iPhone app reveals she had not much sleep and may be grumpy. LOL

She goes to the gym for an hour. Her personal trainer “Likes” her on Facebook prompting Jeff to tweet the following comment: @WTF#!!@!

After the gym she went to work. On her way she grabbed a coffee at Picollo on High Street. Today the coffee was free because Martina checked into Picollo 5 times in a row. Yay!

Martina is at work @Frank_Media- check out the blog http://frankmedia.com.au/

Martina just had a Tandoori Chicken sandwich at Amici on Chapel Street. Check out what is on the menu tomorrow: http://www.amicibakerycafe.com.au/

Are you bored yet?

I admit I got a pretty ordinary life but who DOESN’T? Unless you are a rock star or found a cure for cancer this is what your story on Facebook will read. Or what if you have to do something that is a little bit embarrassing and you don’t want the whole world to know you just got tested for STDs? Mind you some people have no problem sharing that detail of their life as MTV and Four Square team up to get more UK teens to get tested.

Don’t get me wrong, I love Facebook and Twitter and use it daily. But I get pretty annoyed with people who update their status with rubbish such as “OMG, just bought a couch- check out the picture” or “Does anyone want to trade a cow for two pigs on Farmville?”

Seriously, does everyone need to know every detail of your life no matter how insignificant?

Personally, I think these trends will not be awesome for individuals and I can see a lot of people opt out of it soon. It may be exciting for a while but as a person who needs privacy I do not see these trends as something I will embrace.

But what about the effects on companies? Will these trends change the way they operate and communicate?

If you are checked into your favourite coffee shop, that coffee shop must be careful to provide you with value in their message and offer. It must go beyond another annoying discount offer or you being the mayor of the joint. These trends will force companies to rethink their way of communicating with the consumer and it is about time.

Source: PSFK

This sums it up nicely for me and I am tired of companies talking rubbish in their advertising. Companies have to provide real value to customers and know their customers. Social tools such as Facebook and Twitter can enable a meaningful dialogue between companies and their customers and I hope more and more companies will make more use out of the tools.

Additionally, trend 5 is very vital to companies. Being social, sharing and collaborating is a key trend for companies to watch. If a company wants to succeed, especially in the social space they need to be social internally and abandon the silos they work in.                      What I mean by that is that companies, who are working in teams, share, collaborate and have social events reflect this externally and succeed in the social space.

For example Google posted recently on Facebook a comment about their honey harvest. Google also blogged about it. Yep, Google has a bee hive and talks about that on Facebook instead of Google Instant. Genius or Madness?

Personally, I think it is great and all companies should adapt this approach.  People are tired of hearing companies talk about how great they are and to buy something because it rocks. Instead consumers are interested in what goes on behind the scenes, what people think, what story a brand tells and what emotional connection they make with a brand. The story that Google tells on Facebook about their bee hive is genuine, authentic and connects the consumer emotionally to the brand. It gives the consumer a chance to discover a different aspect of Google, change their perception and actually like Google.

Last but not least, the trends impact product development in companies. General Motors is just working on software that will enable future GM drivers to update their Facebook status via voice command. I wonder what comes next?

copyright FRANk Media 2018