Social Media Saturation Sees the Rise of the...

While we continue to see cycle after cycle of new applications and services arrive in the Web 2.0 space, it seems for the most part that we are seeing incremental innovation. This type of innovation builds a new step on top of an existing innovation.

community managers" or even "directors of social media".

So where does innovation go?

In this environment, the focus is no longer on learning the tools, but on refining the way that we interact with them. It is about bringing social media into our businesses, integrating it with our other marketing efforts and focusing efforts in a way that deliver business results. This will see ongoing debates about "where" social media belongs -- PR, corporate communications, marketing, customer support, innovation etc -- as well as a scramble amongst agencies to deliver "social media services" to clients.

It will also see a rise in the importance of the "Business Designer".

green egg. But above all, she is an experienced business professional. That's right -- she knows how to get things done.

Yammer, the business version of Twitter.

And there will be a corresponding transformation in the process of business, and the goals and approaches of groups charged with managing brand touch points. This goes without saying.

But by far, the most radical transformation will be the one thrust upon us by the generational change that is now under way. With 60 million baby boomers about to be replaced by 60 million Millennials, the workplace will never be the same again. Managing the "knowledge transfer" that needs to take place over the next 5-10 years will be a fundamental responsibility of the Business Designer.