As a member of the media team here at Balihoo I get to work in some capacity with each of our brands/clients. For most of our clients who engage in media services we begin the process with the execution of an advertising media plan.  This enables us to do in-depth research on local marketing and media to determine what media vehicles best suit our client and their budget. Whenever appropriate we also include non-traditional tactics within these plans (such as patient appreciation programs, educational seminars, etc.).  One tactic that draws quite a bit of attention and discussion during media plan presentations is Social Media and its effects. As the use and popularity of social media continues to increase we understand that business owners want to know how these social media vehicles tie to the service/product they offer.  What should they participate in and why?  Initially, most viewed social media as a fad - just another crazy idea that should go away in time.  Now, as participation continues to increase business owners are becoming more comfortable with the idea that social media is the 'norm'. 

I came across this article, 'What Social Media Will Look Like in 2012' when executing research on a recent media plan.  Not only does the article reiterate the fact that social media is here to stay but it also touches on some of the advances that we should expect. The author makes his top 11 predictions about social media and how it will affect marketers and the way they do business in the coming years.
If you're wondering what could possibly be next for Social Media and if it will continue to intertwine itself into your marketing efforts I suggest you check it out- very interesting read!