3 social media challenges for communicators to overcome—by 2015

A heady report by the Knight Foundation posits three scenarios, each with its own challenges, for how people might interact.

A lot can change in five years.

For example, Facebook went from a site available at a few colleges to the world’s largest social network. So who knows how people will interact in 2015?

Researchers at the John S. and James L. Knight Foundation made some predictions this month in a report titled, “Connected Citizens: The Power, Potential and Peril in Networks.” The report offers three possible scenarios:

Future challenges

All three of those scenarios pose challenges that communicators will have to overcome, says Mayur Patel, vice president of strategy and assessment at Knight. “Really, all three of these are kind of playing out today,” he says. “Depending on where you are and where you sit, we’re all experiencing, even in our personal lives, parts of this.”

In the foxhole scenario, communicators must work to “move the needle of authenticity” to get people to connect with organizations, Patel says.

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