The third part of Kantar's series of whitepapers on Putting Social Media in Context has been published. It opens with my piece on the future of social networks, based on the work I did at The Futures Company last year.
My piece argues that businesses need to take a more structured approach to understanding how people want to interact online, because this - rather than technology change - will mainly decide whether different social networking models succeed and fail. There are implications for marketing strategy, media investment, and product and service design.
Speaking of the design, the data visualisation work in these reports is lovely.
# Alex Steer (25/02/2012)