Social media is transforming the way brands interact with customers. Ten years ago, one-way communication through advertising was the norm. Now, a new breed of 'social customer' means that not only is two-way communication possible, but it's expected.

The social customer evolved quickly in 2011. According to a report by Neilsen, social networks and blogs became the top online destination in ten global markets, while in the U.S., social networks accounted for nearly a quarter of time spent online.

So how will the social customer change in 2012? Let's find out:

• Social Networking: The use of social networks will continue to increase. Sites such as Hootsuite that allow people to manage multiple social networks simultaneously will also grow in popularity
• Google+ and Facebook: Google+ will take off as a consumer phenomenon in 2012 - and more businesses will join the site, following the launch of Google+ Pages for business. Facebook will compete with Google's offering and fight to keep the consumer traction it currently has
• Smart phones: eMarketer predicts that almost 100 million consumers in the U.S. (up almost 25% this year) will be on the mobile web by the end of 2011, and undoubtedly, this will increase in 2012. As mobile web access increases, people will post updates and share photos and videos more frequently
• Brand engagement: Social customers will engage with brands online more often - whether that's via Facebook, Twitter, Google+ or the company's own webpage. Companies will be expected to respond quickly

These new behaviours affect how consumers buy, sell and review products. The social customer is more likely to buy a product if it has been recommended by a friend on a social network or had a positive review online. On the flip side, social networks provide customers with a public platform for voicing complaints, which can quickly go viral if a resolution isn't reached.

So how are brands responding to this change?

Our study into 'social care' showed that while big brands such as Dell, Apple, HP, Best Buy and Google are embracing customer support through social media channels, there is currently no consistent approach.

For example, Dell and HP use social channels to encourage customer-to-customer support with little intervention; Best Buy empowers employees to provide proactive social care; Google uses 'How To' video tutorials.

In 2012 I expect more brands to engage in 'social care;' it is essential for brands to mirror consumer behaviours. Best practices will also emerge as more companies explore how to best serve today's 21^st century customer online.

What other new behaviours do you expect to see from the social customer - or social care - in 2012? I welcome your thoughts.