1. Investment into 'TwitFaceSpace' will continue to rise
Although social media sits within its own channel, many advertisers are trusting search agencies with their social strategies and investments. For paid search specifically, Greenlight has seen an increased investment from advertisers wanting to appear across Facebook's placement targeting programme.
The 'new improved' demographic breakdown launched in November 2009 - allowing an advertiser to target a specific group of consumers - has actually delivered some very promising results.
While social media has been seen very much as a branding tool - it is positive to note that affordable cost-per-acquisitions (CPA) can be acquired if used effectively. This said it's all in the tracking. Without sufficient tracking in place (third-party sources only - Facebook doesn't offer any conversion data), advertisers will quickly pull away from the social phenomenon as it somewhat still feels like an extravagant investment.
2. Google's Twitter integration will change fundamentally
Google's ''real time search'' offering has so far been underwhelming at best (usually replicating or linking to information that can be found in the pre-existing news results), and ludicrous at worst.