Its interesting to ponder where Twitter and Facebook are positioned on the diffusion of innovations bell curve, I think its fair to say the innovators may be getting bored and are already looking for something new.

The issues for social media going forward is synergy, marketing strategy relates to synergy, in fact it creates it. Businesses large and small have problems relating to all the different social media sites and ask the same old questions;

• Do I use one social media site only?
• How do I integrate Twitter with Facebook?
• How do I deveolp a coherent social media stragey everyone will understand?

But should we need to ask these questions? Is the route to market i.e: Twitter and Facebook wrong?

Social media changes very quickly or to be more specific the medium we use changes very quickly. Everyone remembers when Myspace and Friend Reunited ruled the social media landscape. Both, are now forgotten, with Twitter and Facebook taking their mantel. The downfall of Myspace is of course now business legend.

The answer for users and businesses that wish to interact with them is 'communities'. A social media soup with a site offering; Facebook, Twitter, Flickr, Picasa, Digg and Myspace features in one place. A veritable one stop shop for social media. The web could consist of 100,000's of 'community co-operatives' generating content and of course linked together with a Google type portal to aggregate the communities.

Communities are set to take off with like minded individuals with the same interests coming together to produce their own sites. The benefits of course is 'control'. Facebook, Utube and Twitter have rules and the site owners benefit from any advertising revenue.

Communities will be a co-operative with everyone contributing and benefiting from the site. The whole community will be web masters, contributors and site owners - building massive inter linked web communities.

I would suggest this will happen, using six different social media portal lacks synergy, is complicated and it creates a barrier to entry for big brands who cannot understand it in terms of creating a strategy.