Strategic Social Networking

December 29, 2009

Addled Goose’s Note: I paid Jessica Bratcher to write up some of the research the Beyond Search goslings did in 2009. We cannot reveal the names of the clients, and we can’t present the clients’ data. We can, however, summarize some of the trends that we identified in the course of our analyses. I know I have to report when I am paid to write a blog post, but to be on the safe side, I am reporting that I paid to have this shameless marketing collateral written. If this offends your sense of what’s supposed to be in a free Web log, navigate to something with real substance. May I suggest the analysis of the Kindle in the New York Times? Click the link to learn more about “real” journalism, not the swill I generate.

Beyond Search,, a Web log focused on news, research and analysis about online search and content processing, has released its list of the top 10 social network trends to come in 2010.

According to Patricia Roberts, an advisor to Beyond Search: “Social networks will have far reaching impacts on hiring, competitive intelligence, governance and marketing. The buzz about networks like Twitter and Facebook, and the lack of standardized, robust metrics make it difficult to discern the true implications of social communications in business.”

A list of the top 50 social search systems appeared in the Dec. 23, 2009, story Preliminary List of Beyond Search Evaluated Social Search Systems ( <>

Research conducted in October and November 2009 provided a wealth of data about the implications of social networks for organizations and professionals. The Beyond Search team analyzed the information access systems focused on social networks and distilled its research into the top ten trends unleashed leading into 2010.

  1. Virtual organizations will replace traditional business organization models.
  2. Marketing via social networks will displace direct mail and slower, more expensive ways to build brands and identify prospects.
  3. Governance of social networking will place significant stress on professional interaction. The shift from local communication to diffused communication will stress confidentiality and security procedures set up to handle a 20th century approach to business.
  4. Hiring will shift from the traditional hierarchical relationship to an organic, fluid distributed approach.
  5. Control of information and organizational “secrets” will become difficult, if not impossible to control, without escalating friction between professionals and the organization itself.
  6. Prohibitions against the use of social networks on company time will increase the likelihood of work arounds, undermining mandated policies.
  7. Corporations will continue to invest increasing resources in social media, almost always at the expense of traditional media, despite the lack of clear direction and metrics to determine return on investment figures.
  8. The lack of robust, standardized metrics for social media will make it difficult for organizations to establish and understand the true value proposition of their social media efforts.
  9. Next year, 2010, becomes the turning point for the use of social network tools in healthcare. We expect increase use for healthcare education and public health alerts.
  10. Social network technology will displace more expensive, traditional methods in business processes from recruitment to direct marketing.

The strategic use of social network systems and tools will have a significant impact on marketing, security, public relations, recruitment, and management systems. “The meaning of a social network is changing and fast”, said John Lack, MBA, an advisor to Beyond Search. “The implications for business and knowledge workers are not well understood.”

In January 2010, Arnold IT will create a new Web log focused on strategic social network tools, systems and applications. A full description of the new service will appear in the Beyond Search Web log at

About Arnold Information Technology and Beyond Search is an organization specializing in electronic publishing, marketing via electronic media, online system engineering and database design. President Stephen E. Arnold monitors search, content processing, text mining and related topics from his office in Kentucky. He works with colleagues worldwide on a wide range of online and content-related projects. Beyond Search is the research arm of The company’s Web site is, and the Beyond Search blog is at


One Response to “Strategic Social Networking”

  1. social network design on January 21st, 2010 11:40 am

    Strategic social networking is a good post i like to read it.

  • Archives

  • Recent Posts

  • Meta