My Social Media Predictions for 2013

Ali Goldfield Freelance Writer, Content Manager, Engagement Specialist and Community Manager, ADR Social Media

Posted on December 14th 2012

My Social Media Predictions for 2013

As we end 2012, we can all agree that social media and it’s implications are here to stay. As the Internet matures, social media is playing a bigger and more far-reaching role than ever before. In 2012, it has played a part in several geo-political movements and it's even made it’s way into mainstream education, with kindergartners learning their ABC’s on an iPad. So on the brink of 2013, I have been wondering where social media will take us over the next year. Here are a few of my predictions:

Goodbye Sales, Hello Community Building

As marketing shifts more towards community building rather than conventional selling, social network management will continue to grow.  The outsourcing of social media engagement strategies to digital media agencies will continue to explode, enabling those in business to rapidly zero in on their niche market and efficiently build their community with knowledge and expertise. More than ever before, in 2013 consumers will  become marketers. Using social media as a megaphone, customers will recommend their favourite products and places to friends, family and anyone else willing to listen.

You Heard it First on Twitter

It’s impossible to deny the impact that social media has had on the news industry. More than ever before, people are reading, monitoring, and sharing news on their smart phones, even before traditional news channels can confirm or deny events.  The up-to-the-second nature of social media channels is a distinct advantage over traditional media. In 2013, Social Media channels will continue to replace traditional news sources for gathering information and mobilizing communities. If you want proof, just look at the recent Arab-Israeli conflict, where we saw activists using social media coordinate and publicize their activities and Hurricane Sandy, where people all over the world got a sense of events happening in the storm in real time, thanks to Facebook, Twitter, YouTube and Instagram.

Content is Still King

In the past couple of years, we saw the creation the roles of Chief Content Officer and Content Marketing Director make their way into many businesses and organizations. Companies are starting to recognize and embrace the fact that creating fresh and relevant content will help them engage and connect with their audience. Many more companies will add mid-level content producers and create entire content production departments to compliment their social media strategies. This is good news for all the out of work journalists and reporters!

Video killed the Radio Star

Video will play a more important role in 2013 than ever before. Over 50% of U.S. consumers have a smart phone or tablet. This means an increase in video being posted to the Internet and an increase in the commercial video published by small to medium sized businesses. It has become so easy to take a high-quality video on your phone, or tablet, edit it, make it both web and mobile friendly, and post it across all your social  channels. So get ready for the boom of the small business video, a move that will give small businesses a way to stand out among the competition.

Convergence is Key

Traditional banner and interruption ads will decline and be replaced by Promoted Tweets and Sponsored Stories. These ads will appear in-stream and read exactly like another piece of user-generated content. These ads will potentially enable brands to reach clients on their own turf and on their own terms. This concept of convergence between ads and content means that, in essence, successful content becomes the ad, and vice versa.

Go Mobile

Mobile Internet users are set to overtake wired Internet users by 2015. Mobile social media use will continue to soar, and platforms that are highly visual, intuitive, and made for on-the-go engagement will be a step ahead of the game. More than ever, users will expect an integrated and seamless mobile experience so more and more businesses will integrate mobile technologies into their web presence. As well, with the proliferation of new technology consumers are also going to become more comfortable making purchases using their mobile devices so you better get ready to meet your customers where they shop - which is anywhere they happen to be!

What are your predictions for 2013?


Ali Goldfield

Freelance Writer, Content Manager, Engagement Specialist and Community Manager, ADR Social Media

Freelance writer, blogger, social media enthusiast, and chocoholic, Ali Goldfield is the owner of ADR Social Media and Creator of Therapy Stew. ADR Social Media offers writing, blogging and social media content management & engagement services for small businesses and non-profit organizations.

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Sasha ViaSasha
Posted on December 14th 2012 at 1:30AM

Great piece-- I think 2013 will be a fabulous year! As far as other predictions go, how about this: Big data not living up to the big hype? 

Samuel Chan
Posted on December 15th 2012 at 7:33AM


Guess we're not the only ones waiting to see what 2013 is about to unfold for social media and advertising. To your question,

" ..Cookie-powered advertising has been here for a while now but the appeal of Facebook Exchange’s lies in its evolution — not transformation — from Facebook’s traditional targeting model towards a richly layered “intent-based” targeting model. Just when we thought that the craze about inbound marketing is cooling down, it looks like it’s set to make a tremendous leap.
Or, more specifically, an insight-driven leap powered by the raw power of data."

"Big data will live up to its hype, and it will pave the way for a way more powerful social advertising.
- Extracted from: Intent-based Targeting and the Evolving Search and Social Advertising

Posted on December 14th 2012 at 4:18AM

Well Done Ali...!

Stephen Tamlin
Posted on December 14th 2012 at 9:50AM

Great predictions Ali. I agree with them all.

I think mobile is vital, the increase in mobile site views I've seen over the last 6 months tells me this. Which is why reponsive web sites are so crucial. Also what's happening with Google+ communities reinforces your point about community building. I'm really excited for Online Marketing in 2013, I think it's maturing into a powerful industry, if used strategically of course.

Posted on December 14th 2012 at 5:55PM

Video is becoming a great way for companies to advertise themselves on social media.  People are beginning to prefer pictures, videos, and infographics to reading an entire wall of text.  You can still get the same message across in a video, just in a more creative way. 

Posted on December 14th 2012 at 7:48PM

These are great, Ali! I especially like "Convergence is Key." Brands can create a strong presence on social media when they have contribute something worth reading. I think promoted tweets and sponsored stories are great. Users are less annoyed by them and more likely to read and click through. 



tw: @MajesticMedia

Posted on December 14th 2012 at 9:32PM

It is clear that social media is only going to grow in 2013. Take a look at our article on what to do to enhance your business through social media.

Posted on December 15th 2012 at 5:32AM

Great summary and i believe 2013 will be another social business year. Looking forward to see more information on how to drive customer loyalty through social media

Samuel Chan
Posted on December 15th 2012 at 7:23AM

Hi Ali,

Nicely written! I agree to most of the points you've brought up here. Just thought I'd make one addition, and that, many of us can foresee, is an increasingly insightful-powered social media landscape. Much like the early days of search engine marketing, social media marketing will find its growth and evolution firmly founded on consumer insights, or in other words, buyers' intent

Thanks again for the post. 

Samuel Chan

vinay singh
Posted on December 15th 2012 at 12:51PM

A lot of people will tell you to buy fans and followers and I would advise you not to. If you do buy fans and followers, it is highly unlikely that these bought fans/followers will share your content, comment on your content or really communicate with your brand.

Posted on December 21st 2012 at 4:16PM

Seems to be a popular post idea! To add to this list, here are 13 Social Media Marketing Predictions for 2013 - and how to start implementing them!- with an eye towards small-mid B2B and B2Cs: