There is no easy answer to the question, “What will be the next Twitter?” Yesterday, it was Friendster and then MySpace; today we are hooked on YouTube, Facebook, and, undeniably, Twitter — our friendly neighborhood microblogging buzz juggernaut. So who has staying power and what is next on the horizon for big digital breakthroughs?

In the past, there was an apparent distinction between one-way media and collaborative media. Today, the lines have been blurred. Imagine complete communication with your social circle, no matter what website you are visiting, what project you are working on, what game you are playing, or which TV show you are watching. This is the true promise of social media.

There is a lot of innovation that will take place over the coming years, and we will see new tools enter the market that have the power to make individual viewing experiences social. In the meantime, no marketing campaign or engagement these days can be created and sustained without considering the potential of making a social connection.

Mobile social networks

It makes sense that the most significant consumer channel to be affected by social behaviors, after the web, would be mobile. Facebook, Twitter, and a number of other social networks have migrated to mobile phones, most effectively in the form of applications that not only allow you to access your profile but leverage Wi-Fi, GPS, and other addressability functionality to help you connect with data and people. Without a doubt, location-based mobile networks are the next wave of social. (We’ll come back to that shortly.)

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