Social media exploded in 2011, with users and brands turning to social networks to quickly push content to the masses. For some, this past year’s newest social networks and integration with their businesses was a learning experience more than anything else, while others found great success.

“In 2011, social media had its share of growing pains. Large brands and corporations took to social media in force to try to find footing in this expanding medium. Some brands found success, while others found peril and new PR nightmares.” — TechCrunch

TechCrunch asked a key player in the social media scene, Amy Jo Martin, her thoughts on the newest trends for 2012. Here’s what she had to say:

• Social TV Integration – We’re going to see TV shows and news channels engaging their audience with polls and direct conversation, and expect social media to be very highly involved in the upcoming 2012 presidential election.
• TV is Going Online – With TV going online and the Super Bowl being streamed live to the world for the first time ever, a whole new avenue of advertising and integration is now available.
• Facebook Credits – Facebook will throw its weight around and continue to develop an online world that people will rarely need to leave. Amy emphasizes that Facebook will create a viable way to use credits as currency, and that’s only the start of their value.
• Big Business – The corporate world will finally take the next step with social media in 2012, moving from using it strictly for advertising to focusing on becoming more of a communication channel. Some have already adopted this, using Twitter and the like for CRM and customer support, managing the customer experience in real time.
• ROI – Return on Investment will always be a key metric in any social media strategy because every company wants to know where their money is going and what they’ll be getting for it. In social media, the ROI is all about engagement.

Some have discussed the “burnout” and fatigue from social media, especially with an abundance of updates and new additions within the social world. However with over a billion users online, there’s no way a business can afford to miss out on this audience.

“2012 will be the year for brands to go beyond cookie cutter campaigns and really determine how it not only adds value to their company, but how it adds value for their customers.”

Adding value to these customers is how companies can strengthen their fan base, moving past casual fans/buyers to loyal supporters/brand followers. This will be the greatest challenge for many companies, to engage customers and build loyalty. But developing an effective strategy and implementing it will be crucial in the new year.