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I was interested in what marketers are saying about social media trends for 2010 in Western markets. Although there are many posting about this topic, I found the most succinct predictions being made by David Armano. He outlined six predictions:

1. Corporations look to scale. Big companies have experimented with social network marketing and support one-offs, but the prediction here is that corporate efforts will become much more programmatic and strategic in 2010.
2. Social business becomes serious play
. Social networking companies move much more heavily into entertainment.
3. Your company will have a social media policy (and it might actually be enforced. ) 
Expect your company to formalize its views on social media and rules of engagement for employees.
4. Mobile becomes a social media lifeline. Forget the cigarette break at work. In 2010 you will be taking social media breaks.
5. Sharing no longer means e-mail
. What we used to forward to friends and colleagues on e-mail we will now share across networks such as Facebook and Twitter.
6. Social media begins to look less social
. The general idea: We will become much more exclusive in our social networking practices.

The predictions David outlined above will also be seen in China although I would suggest Mobile social media maybe somewhat more significant here.

But I guess many outside China, many would be surprised at just how savvy the Chinese netizen really is in  regards social media. The Chinese netizens is twice as likely to use chat and three times more likely to micro-blog, blog and use video conference than American users. At least this was the finding of the Netpop Research study. Sites such as QQ, Douban, tianya.cn, Renren.com, 51.com and video sites like Youku.com and Tudou.com are playing a bigger role in shaping Chinese netizens ideas and perceptions in almost all areas; society, culture, education, commerce and even politics.

This is where I would like to add some additional Chinese specific social media predictions. 

1. Chinese government's content censorship policy will broaden to include some domestic BBS, SNS or Video Sites (in 2009 most Western SNS and micro-blogging sites were blocked)
2. Social Commerce will develop;  a mixing of eCommerce and BBS/SNS meets (a kind of online shopping experience blended with realtime chat/engagement). This new area will emerge as user recommendations become increasing more important in the online purchase process
3. Social Media Monitoring will become a requirement for most companies as user generated content becomes more viral and potentially more damaging to a corporates image (not to mention their products, services or company executives)
4. Social network persona's will become portable (or at least this is my hope). I predict that I could build a profile on Tianya and my persona could be used easily among the social media's such as Douban or Quan360 (as examples) without re-friending everyone or developing 'new' profiles.

So here are my thoughts about a few emerging trends in China that come to my mind — I'm interested to hear what you think as well, so please weigh in with your own thoughts.

Where do you see social media going next year?