Social Enterprise

Social Media: The Five-Year Forecast

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Executive Summary

Younger generations that grew up with social networking (particularly Generation Y) will certainly lead the way to push adoption, Owyang says, but as this population enters the work force, its openness to share will likely begin to establish new boundaries. Filtering will become necessary, the author predicts, as social norms persist, particularly in professional circumstances. Because of this, Owyang expects that there will still be two limitations hindering the future of a single online identity: Just as people have multiple email accounts for various reasons, people will have multiple accounts online; and although each individual Web user may represent a single persona, people prefer to differentiate the between the facets (e.g., work, friends, family) that make up that persona.

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