Can Facebook continue to be king of the social world? Can a large amount of investment in social media make a higher return? Will enterprise CEO eventually start sending Twitter messages? Here's the most important trend in the field of social media in 2013.
First, mobile social media usage continues to climb
In 2012 September, Facebook submitted to the U.S. Securities and Exchange Commission (SEC) documents revealed an important message: "we expect in the foreseeable future, mobile usage growth rate will exceed the growth rate of the use of personal computer." In the United States, mobile Internet users will surpass wired Internet users in 2015, but this shift will come earlier on social networking platforms.
What does this mean for the future of social media? Websites that make mobile social networking easier, especially the visual sharing platform like Instagram, in fact, have more than Instagram mobile subscribers in Twitter. At the same time, the traditional network must be better to make your desktop and mobile experience to achieve differentiation, ensure that the mobile interface is simple and practical, the loading speed, at the same time, make full use of GPS near field communication technology, even the full use of the surrounding location function.

　　At the same time, practical advertising technologies for mobile platforms are more pressing than ever. So far, advertising effectively on the narrow screen of mobile devices has become a serious problem in this area, even Achilles's heel.
Two, social advertising continues to develop and improve
In order to solve the problem of mobile revenue, social networking will explore new social advertising model in 2013. Traditional banner advertising and intrusive advertising will be gradually reduced, replaced by innovative advertising, such as Twitter, Promoted, Tweets and Sponsored Stories. What's unique about these native ads is that they don't look like advertising at all, and they're like a built-in, user selected alternative.

　　Some users are very unhappy with ads invading their screens, and local advertising promises to connect brands to customers' preferences and needs. Behind it is an idea of convergence, where advertising and content can be replaced. Companies, for example, have begun sending Twitter messages to their followers through their social media channels. The use of analytical tools to determine what news reading was the highest, and then selectively expand the range of news release, such as sending promotional messages, then content into advertising, to achieve broader coverage.
Three, the international and minority social networks to achieve great development
In 2013, the total number of social network users in North America is expected to increase only 4.1%, while the Asia Pacific region (including India and Indonesia, Chinese) the growth rate is expected to reach as high as 21.1%, the Latin American growth rate is 12.6%, the Middle East and Africa growth rate of 23.3%.

　　Large social networks will continue to tap into the international market, with the number of Facebook users in Latin America increasing by 47% in 2011. But localized social networks, especially those that rely primarily on mobile users, will experience significant improvements. For example, the number of sina and micro-blog users in China has recently exceeded 400 million, while WeChat, which has just two years old, has 200 million users.
At the same time, a small social network dedicated to deeper, more focused, and largely neglected companies will continue to experience explosive growth in North America and the international market. For example, after Instagram was acquired by Facebook, social media traffic grew by 17319%, while Pinterest traffic grew by 5124%.
What does this mean for brands and businesses? To maximize coverage, synchronize with social networking in North America and across the globe. Also, social media management systems, including the need to simplify supervision and posting, will also be great.

Four, social media extends beyond marketing
In 2013, businesses are expected to embrace more social media tools, including internal networks and real-time chat, and expand their range of use beyond familiar marketing and community building. This is likely to greatly enhance economic interests. In 2011, McKinsey published an eye opener report, saying that uncovered social technology was worth $1 trillion and 300 billion in the corporate market, most of it from office efficiency.
We have seen that the human resources department using social media to simplify the application procedures, sales team training and supervision network sales channels using social media operations and distribution team is using social media tracking with supply chain. There are also HootSuite, Conversations and other internal network tools that enable companies to share expertise.
At the same time, social media deployment in large enterprises will also be fundamentally changed. So far, the social network in enterprises mainly rely on the deployment of the grass-roots workers, large social media and community manager to promote, but more and more CIO (Chief Information Officer), CEO (Chief Executive Officer) and CMO (Chief Marketing Officer) will also see social media for the value of enterprises, and began to adopt. Social media management systems will also be a necessary component of enterprise office software and CRM software as corporate top management lays down social media strategies from top to bottom.
Five, big data continues to develop and easier to manage

　　Social media has provided companies with unprecedented amounts of information about customers and buying trends. From data giant Facebook to small businesses active in social media, the challenge is how to deal with the data and translate it into appropriate actions and policies. It should be pointed out that a survey conducted by Oracle shows that 93% of North American corporate executives believe that if they do not take full advantage of the data, they will lose part of their revenue.
Digital analyst Marita Scuffi (Marita Scarfi) said: "we need to establish a strong system to analyze these massive social media data, and connecting them to the intersection of the consumer and the brand."
In 2013 there will be plenty of new software and tools to accomplish these tasks. The new social media control center will be real-time tracking of multiple social networking platform data, including Twitter news, Facebook like, as well as the user's emotions, and enable enterprises to enhance customer service, predict the future trend of buying, but also simplify the internal communication, improve work efficiency. Nestle has begun using these social data to enhance customer satisfaction, ge used the data to speed up grid maintenance, Wall Street used the data to predict the stock price movements.
Six, social media education on the right track

　　In a recent Harvard Business Review survey, only 12% of companies using social media felt they could use it effectively. With the growing use of social media in the corporate world, professional training is becoming more necessary to maximize impact. Just knowing how to send Twitter messages or building a friend relationship in Facebook is far from enough. It is expected that in 2013, the university will open more social media courses and specialized social media MBA training. The New York State University, Columbia University, the Harvard University business school, and dozens of other colleges have begun the exploration.
At the same time, although the enterprise staff's social media more knowledge, but the enterprise will still expand the scale of education for social media staff skills education doubled, which is similar to the Internet 1 era ten years ago. Social media skills will work with e-mail to become the basic skills of an enterprise in the digital age. Perhaps the most important thing is social media training is education sensitive industries, such as financial and medical personnel in the industry, while making full use of the convenience of social media, and strictly comply with regulatory requirements.

　　The year 2012 was widely seen as a year in which social media jumped from college dormitories to boardroom rooms. By 2013, with increasing social technology, innovative advertising models and growing global subscriber base, companies will begin to see the return of social media investment.