Facebook is the power hitter in social networking today, and is likely to drive the most activity and a fair share of the innovation in social networking in 2012. But it's not the only company driving things forward.
That puppy is about to get very, very rich.(Credit: James Martin/CNET)
Here's are five ways social networking is likely to play out in the coming year.
1. Mobile social networking means good news for new social startups In the U.S., the majority of consumers will soon have smartphones (Neilsen puts the figure at 44% today). Smartphones are about the most import
Smartphones know where you are, who your friends are, who's nearby, and soon thanks to NFC, they'll know what you're buying and where. They are the key element of the next, mobile phase is social networking.
Facebook is serious about mobile social networking, but it is not the leader in this space in terms of design or technology. Smaller companies, like Path and Milk (with its first app, Oink) are coming out with new takes on mobile interaction. Square could play in this economy as well. All these services will likely use Facebook's network to put people or businesses or in touch with each other in new ways. More specialized mobile networks (really riders on top of Facebook) will appear next year.
2. Twitter makes big impact with brand marketers While Twitter's new brand pages won't eat into big advertising or marketing budgets in 2012, the new business-friendly features will make an impact. Twitter is a highly effective platform for spreading brand messages via consumer/fans, and it doesn't take much to create an effective Twitter-based campaign.
While Facebook is still the most important and best social vehicle for marketing, Twitter will matter a lot in 2012 due to its simplicity and effectiveness.
You won't see a Super Bowl ad in 2012 without a Twitter tag on it.
In 2012, the major political campaigns will be even more dependent on social networks, possibly to the extent that effective social campaigns will be more important than broad-stroke and increasingly expensive TV ads. Certainly, no candidate will be able to succeed without a strong following on each of the major social networks.
4. Google+ remains a critical success but a consumer flop Google+ has a lot of good features, but it needs much more than that to take on Facebook and Twitter. Even Google's tacit promotion of Google+ on its other services and toolbars won't be enough to make it part of the daily diet of social networks for the hundreds of millions of users that Facebook has in its thrall.
Google+ also doesn't have enough muscle to be a big player as a branding tool, compared to Facebook and Twitter.
Even inside Google, we hear, employees don't use it very much.
So, the prediction? Google won't kill Google+, not after its failures with Orkut, Buzz, and Wave. The company will continue to blend Google+ into its other offerings, in particular GMail, Picasa Web, and its search result pages. But few people in the real world, if any, will switch over from Facebook to Google+. The smart thing for Google? Buy Pinterest. But this is a predictions story, not an advice column.
5. Facebook and Yelp: Social network IPOs do well For all the bad-mouthing of the Zynga IPO, it's not doing all that badly. As of this writing, it's down 5% from its offering price, and the stock has only be trading since December 16.
In other words, the stock wasn't priced crazy-high nor crazy-low, and if it doesn't drop much further, its middling out-of-the-gate performance will be unlikely to cool the ardor for social network stock offerings in 2012. Facebook and Zynga are two sides of a coin in the social network business. The one's success fortifies the other.
Interest in Facebook stock will be high as the company nears its IPO. The fire for this one will be stoked by the press, by politicians holding it up as an example of American technological and economic prowess, and of course by underwriters. From a financial perspective, it's far too early to tell if the IPO itself will be aptly priced. But Facebook's influence is growing, the company is making a lot of money, and a successful IPO will be good news for every social company out there. The forces are lining up to make sure this IPO is incredibly well-orchestrated, and successful in the right ways: that is, it pops when it goes public, but not too much.
Rafe Needleman
Rafe reviews mobile apps and products for fun, and picks startups apart when he gets bored. He has evaluated thousands of new companies, most of which have since gone out of business. Feeling lucky? Send pitches to rafe@cnet.com. And watch Rafe's tech issues podcast, Reporters' Roundtable, every Friday.
'Google+ is for finding, and talking with, the people who are interested in the same thing you are,' says tech blogger Robert Scoble, and as such may represent a refreshing break from Facebook for some. (JG Image)
Google is adding 625,000 new users a day to the Google+ social-networking service, which may total 400 million members by the end of next year, according to independent analysis of its growth.
The site’s popularity has accelerated in recent weeks, with almost a quarter of its total user base joining in December alone, said Paul B. Allen, the founder of Ancestry.com, who tracks the numbers as Google+’s “unofficial statistician.”
Google, the world’s largest Internet-search company, aims to challenge the social-networking supremacy of Facebook, a site with more than 800 million members. Google+, which lets users organize their friends in circles, was introduced earlier this year as a test project and then opened up to the general public in September.
Google+ may be benefiting from the popularity of Google’s Android mobile operating system, which makes it easy to sign up. As the service gains traction, more people will invite family and friends to join, further accelerating its growth, Allen said in a Google+ posting. He works at FamilyLink.com, a company he helped start in 2006.
Katie Watson, a Google spokeswoman, declined to discuss the current user numbers. The company last gave an update during its October earnings conference call, when Google+ had more than 40 million users.
Bloomberg
Google+ surpasses 62 million users
by Lance Whitney
Google+ has captured more than 62 million users, at least according to one "unofficial" count.
Chiming in with his own Google+ post yesterday, Ancestry.com co-founder and Google+ unofficial statistician Paul Allen reported the latest numbers as of December 27.
Running queries on different surnames to gauge the number of total users, Allen and his team found a surge in daily signups over the past several weeks. Around 625,000 new users have been hopping aboard the social network each day, which means almost a quarter of all Google+ users joined in December alone.
Assuming that rate continues, Allen's crystal ball sees Google+ hitting 100 million users on February 25, 200 million on August 3, and 293 million by the end of 2012. But can Google maintain and even increase that growth rate? Allen believes so.
"I expect the growth to continue to accelerate," Allen said. "Google can continue to integrate Google+ into its other products and word of mouth will continue to build. Most importantly, 700,000 Android devices are activated daily and this will become a very significant source of new users for Google+. That number will also grow next year."
Google has been busy the past few months integrating Google+ into more of its products, such as its core search engine. The company has also been fine-tuning its social network by adding more features and sanding over some of the rough spots. It also unveiled its Google+ Pages in early November in an attempt to reach out to the business world.
Still, Allen's numbers alone don't paint the full picture. His team records how many people Google+ is signing up. But they don't factor in how frequently those people actually use their accounts. Data from ComScore and Experian Hitwise released this past summer showed a decline in the number of weekly visits.
And rather than just relying on word of mouth, Google realizes that it also now has to tap into the world of advertising, using such celebrities as the Muppets to promote its social network to the average user.
Lance Whitney
Lance Whitney wears a few different technology hats--journalist, Web developer, and software trainer. He's a contributing editor for Microsoft TechNet Magazine and writes for other computer publications and Web sites. Lance is a member of the CNET Blog Network, and he is not an employee of CNET.
Ran Chengqi, the Director of the China Satellite Navigation Office introduced China’s global navigation satellite system. Beidou is independently established and operated by China. It can provide accurate, reliable all-time, all-weather positioning, navigation and timing services.
The State Council Information Office held a press conference Tuesday to announce its Initial Operational Capability.
Ran says there are three steps in Beidou’s development. Ran Chengqi, director of China Navigation Satellite Office, said, "The first step was achieved in 2000 when the Beidou satellite demonstration system was established. It made China the third in the world to possess its own independent navigation satellite system. The second step is that the system will be able to provide services to the Asia-Pacific region by 2012. The third step is that by the year 2020, the system will be completed with global coverage."
China is implementing the second generation of its navigational satellite system, known as Beidou.
So far, ten satellites have been launched, forming the basic system. Ran Chengqi announced that from now on, Beidou will officially provide Initial Operational Service to China and its surrounding areas. Services include continuous positioning, navigation and timing.
Beidou is one of the four satellite navigation systems in the world. The other three are America’s GPS. Russia’s GLONASS, and Europe’s Galileo.
Besides China's Beidou, there are three similar services around the world: the GPS of the US, the Russian Glonass and the EU’s Galileo.
The Global Positioning System, or GPS, was developed by the US in the 1970s and completed in 1994. It is the most widely used navigation system now. GPS provides location and time information in any weather, anywhere on or near Earth. GPS was originally run with 24 satellites, and four backup satellites have since been added. The system provides two types of signals, one for military use and the other, civil.
Russia’s GLONASS - or Global Navigation Satellite System developed since 1976, had achieved full coverage of Russian territory by 2010. Now the total number of satellites in orbit is 28, among them, 23 are in operation, 3 are under maintenance, and 2 are being tested. Though its precision is a little less than GPS, it is a strong performer with few operational interruption.
The European Union’s satellite navigation system is known as Galileo. It is the first navigation system to focus on civilian use, and aims to provide high-precision positioning services for European nations. Galileo is formed of 32 satellites and two ground operations centres. Compared with GPS, its precision level is ten times higher.
China has now developed the Beidou Satellite Navigation System, which can operate unmanned. It includes five static and 30 non-static satellites, and its locating precision reaches ten metres. It not only provides navigation, location and timing services, but also a communication service. Compared with the other systems, Beidou has a much stronger location performance.
As the Beidou Satellite Navigation System is further developed, China is now applying the system to more areas, such as the transportation of dangerous items, postal services and even car rental.
Besides Beidou, there are three other satellite navigation systems in the world. They are the GPS of the United States, GLONASS of Russia, and GALILEO of the European Union.
GPS, or the Global Positioning System, was developed by the US in 1970s. It provides location and time information in all weather, anywhere on or near the Earth.
GPS was originally run with 24 satellites, and four backup satellites have been added. GPS provides two types of signals, one for military use and the other civil.
GLONASS, the Global Navigation Satellite System, is a radio-based satellite navigation system developed by Russia starting from 1976. By 2010, GLONASS had achieved 100 percent coverage of Russia's territory. In October 2011, the full orbital constellation of 24 satellites was restored, enabling full global coverage. It displays high-level performance in avoiding interruptions.
Galileo is a satellite navigation system developed by the Europeans. It is the first civil use oriented navigation system and aims to provide a high-precision positioning service for European nations. Galileo is formed of 32 satellites and two ground operations centers. Compared with GPS, its precision level is ten times higher.
Financial advisors at Raymond James are now able to use social media tools including LinkedIn,Facebook and Twitter through the Actiance compliance tool, Socialite. Advisors also have optional access to a library or pre-approved content and tools to measure engagement.
Mike White, marketing director at the Florida-based financial services firm, said the Actiance alliance fulfills a commitment made early in the year to provide social media tools for advisors.
Financial firms have been slow to adopt social media, he said, and they have watched to see how regulators would interpret social media communications.
“In addition to incorporating the technology and archiving platform with Actiance, we have developed guidelines, training sessions and marketing and communications support to help advisors leverage social media in their client engagement and new prospecting activities,” added White.
In the two months since the Actiance rollout, 1,200 of the firm’s 5,000 advisors have signed up. The company offers interactive video training to show advisors how social media can be used properly.
“We know there have been a lot to mis-steps [with social media] by public figures and we want out advisors and our brand to be protected in the process.”
Early adopters at Raymond James spread across all ages; the fastest to move to social media are the advisors who are most marketing oriented, White said. As the technology becomes easier to use, the age skew is not as pronounced as it once was, he added. Grandparents are among the most active users of Raymond James online services.
White thinks advisors will use social media both to stay in communication with existing clients and to prospect for new ones.
Raymond James has several people in its 200-strong compliance group who review all social media content before it goes out, with the result that approvals can usually be done the same day content is submitted. Tweets and posts go through a workflow process to provide the firm compliance oversight while allowing advisors to offer a personal touch.
“Our understanding [of the regulations] is that we do not have to review communications ahead of time, but we are being conservative.”
White said that in addition to approved canned content the company offers Tweets and posts from its economist or stock strategist.
“One great thing about Actiance is they were relatively early to the game of social media so they understand the importance of providing flexibility and insight to the communications.” The company also reviews blogs by its advisors before they are posted, a process which White said is now at the point social media was a few years ago.
“We treat blogs as ads that have to be pre-approved.”
The Aite Group, a financial research firm, entitled a recent report on social media for financial advisors “The Bloom is off the Rose.” Roughly 7 in 10 financial advisors use social media for personal purposes and half use it for business, figures which have increased since 2009, said Ron Shevlin, senior analyst with Aite Group and co-author of this report.
Use of LinkedIn has increased for business purposes and the time spent on Facebook, Twitter and blogs has declined among financial advisors. Advisors don’t spend much time on leading social media finance sites such as Stockpickr or Wikinvest; only a third of the advisors surveyed were even familiar with them.
Advisors are seeing diminishing returns from social media, according to Aite. Reaching new prospects was cited by only 19 percent, half the percentage in 2009 while increasing revenue or fees linked to social media declined from 16 percent to 6 percent.
Just six percent of advisors who don’t already use social media plan to do so over the next year. Thirty-eight percent said it wasn’t worth their time and 34 percent just don’t like to communicate with customers that way. Nearly three-quarters said their firms have policies that limit or ban the use of social media.
Vendors had some suggestions for the best ways to use social media. Actiance told Aite Group that responding to clients’ postings, such as a new child or a new job, with an appropriate messages is effective. Echoing what White said about early adopters eMoney Advisor noted that advisors who are good at marketing are good at using social media. Financial Social Media’s recommendations suggest why some advisors are losing interest — they recommended Tweeting three to five times per day and updating LinkedIn and Facebook at least twice a day. That suggests a substantial time commitment. Other vendors of social media tools including SocialVolt, Socialware, SocMediaFin, SunGard, ThomsonReuters and Wired Advisor had a variety of suggestions about defining an approach to marketing, listening to the market and building out social networks.
Aite concluded that many financial advisors have decided that social media is not living up to its hype.
“The absence of tangible benefits from social media is muting advisors’ perception of its potential importance,” said Shevlin. Financial firms should expand their focus beyond compliance to look at effectiveness, added Aite, offering several specific suggestions for defining messages, choosing the proper platform and improving marketing skills.
'Google+ is for finding, and talking with, the people who are interested in the same thing you are,' says tech blogger Robert Scoble, and as such may represent a refreshing break from Facebook for some. (JG Image) 
Chiming in with his own Google+ post yesterday, Ancestry.com co-founder and Google+ unofficial statistician Paul Allen reported the latest numbers as of December 27.
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