From Trend Spotting in 2013 from Pollen, my answer to “What emerging trends do you see in your space for the upcoming year?”
I predict the awkward little dance of social media companies clumsily attempting to further monetize their platforms while keeping users from revolting will become much more prevalent.
Security technologist Bruce Schneier said it best: “Don’t make the mistake of thinking you’re Facebook’s customer, you’re not—you’re the product. Its customers are the advertisers.”
As with online journalism, social media enterprises need to pay their bills, and profits are always nice. It will be interesting to watch Twitter, Facebook, et al., try to 1) keep users happy and coming back, 2) while extracting more personal and consumer information from them, then 3) deliver that information to advertisers for marketing purposes, 4) keeping everyone happy in the process. Good luck, everybody!