2014年社交媒体业发展趋势5大预言

Stop me if youve heard this one before: An untested social media company with no revenue gets a mind-blowing offer. Against all advice, the cocky, twentysomething CEO refuses to sell. Meanwhile, competitors come out of the woodwork with lawsuits claiming their ideas were ripped off.如果您以前听过这句话，那就当我没有说道：一家予以考验，没任何收益的社交媒体公司取得一个令人头晕的的报价。坚决所有人的建议，那位自命不凡，二十出头的CEO拒绝接受出售。与此同时，知道从哪儿冒出来的竞争对手忽然发动诉讼，言之凿凿地声称他们的创新被盗取了。

The parallels between Snapchat, the upstart sexting service, and social media behemoth Facebook (FB) in its early days are uncanny. We all know how well Zuckerbergs long bet paid off (not to mention how thoroughly he vanquished those dastardly Winklevoss twins). Could Snapchats future be just as bright?很快兴起的“色情短信”服务商Snapchat与早期的社交媒体巨头Facebook具备令人不可思议的相似性。我们现在都告诉扎克伯格早早就引爆的赌局取得了多大的顺利（更加不用说道他还完全打败了卑鄙的文克莱沃斯孪生兄弟）。

那么，Snapchat能否享有某种程度光明的未来？Heres a look into social medias crystal ball for 2014. Will Snapchat catch fire? Will those annoying Promoted Tweets keep invading your Twitter stream? Will your boss finally learn to tweet? These five trends are poised to shake up the industry and the way we use social media in 2014:现在，我们来预测一下社交媒体领域在2014年将再次发生哪些事情。Snapchat不会火一起吗？哪些烦人的“推展消息”(Promoted Tweets)不会会持续大大地侵略你的Twitter信息流？你的老板否将再一学会如何用于Twitter？这五大趋势未来将会动摇社交网络世界，以及我们在2014年用于社交媒体的方式：The rise of ephemeral social networks“阅后即焚毁”社交网络的蓬勃发展Regardless of whether or not you think Snapchat is worth the $3 billion Facebook offered it, one thing is clear: Theres an appetite out there for so-called ephemeral networks, where content literally vanishes seconds after being received. And, contrary to popular perception, this isnt just about sexting and X-rated selfies (though it definitely is about that, too). As content on the major networks becomes more corporate and commoditized, Snapchat and services like it restore some of the fun and spontaneity to social media. Just like a real-life interaction -- where ideas flow freely and you generally dont worry about everything being recorded for posterity and broadcast to the world -- SnapChat and networks like it offer a channel for genuine, unfiltered exchange. And the kids really like it. While Facebooks own CFO officially acknowledged last month that teen use of his network is declining, the number of teens on SnapChat -- at least anecdotally -- is exploding.无论你否指出Snapchat配得上Facebook班车的30亿美元报价，有一点确定无疑：所谓的“阅后即焚毁”（内容被接管数秒后自动消失）社交网络享有辽阔的市场应用于空间。此外，与风行的观点忽略，Snapchat传播的内容某种程度是色情短信和限制级的自拍照片，尽管它也的确是传播这类信息的最佳平台。

随着主流社交平台的内容显得更加商品化，以Snapchat为代表的“阅后即焚毁”平台在或许上新的完全恢复了社交媒体本不应不具备的趣味性和自发性。就像现实生活中的对话交流一样——创新权利流动，一般不必担忧一切事情都被记录下来留下子孙后代观瞻，传到整个世界——SnapChat获取了一个现实的、予以过滤器的交流渠道。孩子们知道很讨厌它。Facebook公司自己的首席财务官上个月已月否认，青少年用于Facebook的次数正在上升.而据坊间传言，观赏于Snapchat的青少年数量正在呈圆形爆炸式快速增长。

Learn to tweet. Your boss expects it你的老板未来将会学会用于TwitterYou know the old guy whos been at the company forever and still cant figure out email? If you dont get up to speed on social media in 2014, youll be that guy. Compared to last year, there are 13 times as many jobs advertised on Indeed.com that mention the use of social media. We are seeing an increased demand for social savvy candidates across the business -- from human resources to product to customer service, Amy Crow, Indeeds communication director told Quartz earlier this year. Not only are departments like marketing, sales, and customer service expected to be on Twitter (TWTR) and Facebook, teams as diverse as RD, logistics, and HR are increasingly using internal networks like Yammer to streamline operations. Social media has grown so critical to the workplace, in fact, that major universities are beginning to offer certificate programs for socially inept corporate types to get up to speed.你认同告诉，那个或许总有一天都待在公司的老家伙现在仍然会用于电子邮件。到了2014年，如果你跟上社交媒体的新潮流，你就跟那个老家伙没什么两样。

今年公布于聘用信息搜索引擎Indeed.com的招聘广告，提到社交媒体用于技能的是去年的13倍。Indeed公司传讯总监艾米?克劳今年初拒绝接受数字经济新闻网Quartz专访时说：“从人力资源到产品开发，再行到客户服务，企业各个部门对通晓社交媒体的求职者的市场需求正在急遽减少。”预计将经常出现在Twitter和Facebook上的某种程度是市场、销售和客服等部门，研发、物流和人力资源等差异极大的团队也更加多地用于Yammer等内部网络以修改操作者流程。

事实上，社交媒体早已发展为职场技能的重要一环，就连颇受欢迎高校现在也争相面向疏于社交的企业开办证书项目，协助它们适应环境日新月异的社交媒体世界。Social customer service kills the dreaded phone tree社交客服将杀掉可怕的电话树The ability of customers to air their dirty laundry to the world via Twitter and Facebook has already changed the customer service game. A 2012 Nielsen survey shows more than half of all customers now turn to social media for redress; meanwhile, some 81% of Twitter users expect a same-day response to questions and complaints. But this fall, things got even more interesting: On Sept. 2, British Airways passenger Hasan Syed spent an estimated $1,000 to purchase several promoted Tweets blasting the company for losing luggage. With paid social media now in customers arsenal, 2014 may mark the beginning of the end of abysmal customer service at major airlines, credit card companies, banks, and other repeat offenders, characterized by endless phone wait times and those automated phone trees (i.e., Press 1 for English, 2 for Spanish, 3 to waste your entire afternoon on hold ...).客户通过Twitter 和Faceboo向世界传播“差劲经历”的能力早已转变了客服世界的生态。尼尔森公司(Nielsen)2012年的一项调查表明，多达一半的客户现在通过社交媒体谋求补救措施；与此同时，在Twitter上明确提出问题或责怪后，约81%的用户明确提出当天就能取得对此。但在今年秋天，事情显得更为有意思：9月2日，英国航空公司(British Airways)乘客赛义德?哈桑耗资约1,000美元，出售了几条“推展消息”，激烈批评这家航空公司弄丢了他的行李。

鉴于有偿社交媒体推展现沦为客户的新武器，从2014年开始，各大航空公司、信用卡公司、银行和其他重罪获取的糟糕透顶的客户服务或将南北落幕。无穷无尽的电话等待时间和那些自动化的“电话树根”（比如，“英语服务请求按1，西班牙语服务请求按2，您整整一个下午都必须等候电话请求按3”）也许将被扔入历史的垃圾桶。

Social media finds you as you browse社交网络内容将经常出现在谷歌搜寻结果页面From the beginning, social networks have been effectively walled off from the Internet. The treasure trove of content on Facebook, for instance, doesnt generally show up on Google (GOOG). But does it have to be that way? Wouldnt it be convenient to see Twitter search results automatically displayed alongside a standard Google search, for example? And why, for instance, dont the latest tweets about a restaurant pop up when youre searching Yelp (YELP)? The competing interests of different networks sends this content behind proprietary walls, but a number of tools offer creative ways to bridge the gulf. (Full disclosure: My company has developed one such tool.)从一开始，社交网络就被有效地隔绝在互联网之外。比如，Facebook的海量内容一般来说会表明在谷歌( Google )搜寻结果之中。

但否不须是这种情形？比方说，Twitter搜寻结果自动经常出现在一个标准的谷歌搜寻表明页面，岂不更加便利？再行比如，当你搜寻Yelp时，为什么关于某家餐厅的近期Twitter消息没显现出来呢？由于利益有违，有所不同社交网络往往把各自的内容封锁在专利维护墙之内，但也有不少工具致力于创造性地调和这道鸿沟。必须解释的是，本文作者的公司早已研发出有了这样一种工具。Get ready to see ads from the neighborhood pub on Twitter打算接管附近酒吧公布的微博广告吧Native social media ads -- the ones that appear right in your Twitter and Facebook streams -- exploded in 2013. Love em or hate em, theyre only getting bigger in 2014. This year, expect some significant, if slightly creepy, advances in location-specific targeting. Twitter, for instance, just unveiled a feature enabling paid Tweets to be targeted by zip code. You walk into a neighborhood, for instance, and suddenly Promoted Tweets for the local watering hole, dry cleaner, and McDonalds (MCD) pop up in your Twitter stream. This kind of geo-fencing, which Facebook has had since 2011, enables businesses to court nearby customers who might actually want to get ads offering special deals, in-store specials, etc. The upside: more relevant ads and promos you can actually use. The downside: more ads.本地社交媒体广告，即那些刚好经常出现在你的Twitter和Facebook信息流之中的广告，在2013年爆炸式快速增长。

2014年，无论你爱人也好，怨也罢，这类广告的规模只不会显得更加大。，尽管听得一起有点让人毛骨悚然，但特定方位定位技术预计将在来年经常出现明显改良。

Twitter刚发售了一项面向特定邮政编码区域发送到有偿消息的功能。比如，当你走出一个社区，当地酒吧、干洗店和麦当劳(McDonalds)公布的“推展消息”就不会忽然仿佛在你的Twitter信息流之中。自2011年来，Facebook仍然在使用这种“地理围栏”技术。

它需要让商家招募邻近的客户，这些客户实质上有可能也想要取得获取尤其优惠和特价商品的广告信息。益处是，你可以取得更加多涉及的广告和促销信息。

缺点某种程度是，更好的广告。

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