Only brands who embrace and, more importantly, commit to creating content alongside the masses will weather the storm.

Quality will be defined relative to the distribution channel and will be decided by the content’s intended audience.

Success will no longer be measured in page visits and giant spikes in content consumption, but in long-term relationships with amateur influencers, prosumers, and brand advocates.

ROI for social networks will no longer be gauged by impressions, engagement, or reach, but defined by the value found in the community’s ability to change and enhance products and marketing and to drive new business.

Members will feel they must reduce network participation where value is unclear while they increase activities on networks where their opinions are heard, their content is shared, and the network reciprocates with valuable content.

ROI for social networks will no longer be gauged by impressions, engagement, or reach, but defined by the value found in the community’s ability to change and enhance products and marketing and to drive new business.

Social media’s emphasis on sharing content among trusted ‘friends,’ ‘followers,’ or ‘connections’ has taken precedence in many people’s daily online activities as the most effective way to find relevant content.

Provide your audience with their preferred context for your content on branded web platforms that invite amateur influencers and prosumers to redistribute your content – that is the future of branded marketing online.

Paradoxically, the ERA OF ENABLEMENT will result in the generation of a high volume of low-quality content. The barriers to creating content are so low, we will see a proliferation of niche-focused, content-creating ‘nexperts’ (niche experts) in every category under the sun.
Their ability to rapidly create video, audio, text, or imagery will elevate these ‘amateur [...]

Introducing nine predictions for 2009 from Tippingpoint Labs’ Chief Strategy Officer, Andrew Davis.

Community platforms that enable instant, participant-generated content are already growing rapidly, and so is the value of their content. It’s time to embrace the ERA OF ENABLEMENT.