The next generation of social networking

"Whilst many of the tools of social media - blogs, ugc, forums - are now increasingly brought into new web design and development, there are companies, from British Airways to Lego who view social media as the starting point - not the added feature. Others, such as ruumz.com, are already operating the 'next generation' of social networks with a new blend of online and offline activity."

"Until now, the likes of Facebook and Bebo have been seen principally as a means to link up with friends. But, the reality is that for an increasing number of people the format makes more sense as a complete means of communication (even more so than the mobile): it is immersive, it brings together huge numbers of people and it is extremely powerful."

"The answer lies in the creative execution. The technology now exists to make a social media or social network platform the least of the challenge. It no longer has to be an expensive bespoke build. The likes of Huzu, for instance, is a modular 'toolkit' of social media technologies for creative agencies, allowing us to focus on the front-end ideas and presentation."

Social networking continues to evolve from simple friend-linking tools into immersive communication platforms that aggregate large audiences and powerful interactions. Many established companies treat social media as a primary channel rather than an add-on, while emerging services blend online and offline activity. Digital agencies should capitalize on available modular toolkits to reduce bespoke development and concentrate on front-end creativity. Current development trends emphasize enhanced audible and visual interaction and thematic ideas that retain users. Text-based chat increasingly feels insufficient as networks aim to provide richer, more engaging user experiences.

Read at The Drum