 Social Local Media: Analyst Picks and Predictions for 2012
Jed Williams, 1/5/2012
EXECUTIVE SUMMARY:
Summary: The social media industry took many compelling turns in 2011. Facebook became the overall (and dominant) leader in display ad impressions and unveiled its Open Graph to enable more automatic and specific social sharing (e.g., “beyond the like”). LinkedIn filed its IPO and then saw its stock price pinball. Twitter introduced a self-serve ad platform to finally migrate its business down market, opening up local market possibilities. And, lest we forget, Google re-entered the game with its strongest social offering yet — Google+. On top of these headline grabbers, smaller niche networks such as Foursquare, SCVNGR, Instagram, Quora, Path and Pinterest continued to innovate, as did the developers, platforms and tools that reside on and leverage them. 2012 promises shape-shifting social media developments, with Facebook and Twitter eyeing IPOs, Google stitching social throughout its product suite, and SoLoMo business models beginning to take shape. With these possibilities come plenty of questions and conjecture.
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