The social media gap is growing into a full-blown chasm. On one side, we have companies that are struggling to get on board, having stalled at the twin road blocks of ROI justification and resourcing.

In the middle, there many businesses that have made solid steps but run the risk of seeing their fledgling communities wither and die under the growing threat of recessionary cuts.

And in the distance, we have organizations that are well on their way to becoming social businesses. They have vibrant, self-supporting owned media communities while experts from many business functions act as ambassadors in earned media networks. Their customers and employees are actively engaged in digital discovery and collaborative service development, and all of this is wrapped up with measurable and meaningful ROI.

But let’s be frank. This is certainly the exception and not the rule. With this ideal in mind, it seems timely to look the trends that are likely to shape social business adoption in 2012 and beyond…

http://www.mediacraftassociates.com/index.php/blog/168-big-social-media-and-digital-trends-for-2012