Trends and challenges for social media in 2010

What will the rest of 2010 hold for social media? I’m certain will see collaborative technologies be used to cover events and disasters on the real-time Web.

I’m also certain that three issues will dominate the space over the next year:

Identity, Privacy and Security.

Below is an interview where I talk about precisely these issues from Twtrcon:

As you’d imagine, there is no shortage of other opinion on what else the year will hold in social media. For other takes, try:

• David Armano: Six Social Media Trends for 2010
• Chris Brogan: 2010 Will See Consolidation and Foldups
• Vadim Lavrusik: 10 News Media Content Trends to Watch in 2010
• Jennifer Leggio: 2010 Predictions: Will Social Media Reach Ubiquity?
• Ravit Lichtenberg: 10 Ways Social Media Will Change In 2010

I left the following comment on Chris’ post:

I suspect the Fortune 500 will go looking for talent to bring in-house, if early adopters aren’t available internally. There’s still a high ceiling — and need — for decent corporate blogs, authentic social media managers and innovative internal implementations of social computing platforms.

Aside from personnel, it’s fun to think about the bigger picture, too. Government is increasingly a big player in this space, as is Google. Social is going to be more mainstream and have more money flow into it than ever before, if marketing investment projections line up.

Here’s hoping that the snake oil is wrung out in the process. I suspect another casualty may be the word “social” itself, as I commented at length on Andy McAfee’s blog. Collaboration and results are in, hype and hysteria are out.
Protecting identity, security and trust will plague adoption of all of these platforms, whether they’re in the public or private space. If we’re giving away our data, social graphs, interactions and transactions, we’ll expect to retain our identities, credentials and privacy. Companies that abuse that relationship will experience viral backlash that beggars the ire we’ve seen to date.

What do you think? What are the trends in collaboration technology that will matter this year?

Please let me know in the comments or reply to @digiphile on Twitter.  I’ll be speaking tomorrow at the inaugural Social Media Breakfast in Washington, D.C. on this very topic.

Update: Here’s the presentation on Social Media Trends for 2010 from Prezi.com.