On the subject of anticipated PR industry developments, Shel Holtz, referencing a Forrester Social Computing report, sees signs that social media councils will be adopted widely in 2010. He quotes Forrester on this important trend:
"In 2009, a host of companies created social councils, typically cross-functional teams tasked with sharing ideas and exploring opportunities for social media. However, many of these councils remain informal and without mandate, reliant upon the budgets and abilities of their members. In 2010, these councils will emerge as central groups of Social Computing strategists who are empowered to allocate resources and prioritize initiatives across departments -- giving them a chance to roll out actionable strategies that include cohesive Social Computing policies."
Sometimes referred to as "steering committees," social media councils are a means of bringing a corporation's focus and support together around the goal of relating to, and conducting conversations with, members of the Internet-based public, whose numbers are rapidly growing. Putting the company's name "out there" with little anticipation of where that can lead calls for internal dialogue and shared experience, which social media councils can provide.
Such councils could easily become as prominent in a business's progress as its executive committee. How's that for a scary notion?