Organizations will realize that for something (social media) to feel sexy there is a lot of work that needs to happen behind the scenes.  Time to pay the piper, as they say, and begin to build integrated platforms that can leverage social channels in constructing healthier, better relationships with customers.  Despite the focus on tools and technologies, leaders will begin to realize that it is just about processes and people with support from technology.  Want to get ahead? Plan, plan, plan – then roll up your sleeves and start doing, strategically speaking.

Esteban Kolsky - @ekolsky

Read more on innovation and disruptive technologies in Constellation’s Research Outlook For 2011