In a presentation about the future of social media at Le Web, industry analyst Jeremiah Owyang called 2011 the year of integration. Integration, you scoff? The ad industry tried that already, right? Well what Owyang is talking about is a bit different. He's not talking about pulling together several advertising-related functional areas into one giant holding company. He's talking about permeating the practice of social media across and throughout a company's DNA.
Social media efforts will integrate across across all departments from marketing to customer service to the customer themselves. A polished "Director of Social Media" will understand the purpose of aggregation and curation, the importance of socialized advertising, the need to create brand advocates among customers, the necessity of tying social media programs to and brand's CRM systems and, above all, to speak the language of the Board Room.