The capability to find, curate and display relevant social content will become a competitive advantage for brands, media and retailers who want to attract an audience. If you miss out, the alternative is that the masses will turn elsewhere to find relevant content.
There are three rising movements happening in the market that explains where things are headed:
1) The generation of social content far exceeds the market’s capacity to consume it effectively. In other words, the availability of useful user generated content exceeds its audience. Moreover, social content is becoming more ‘real-time’ through Tweets, status updates, checkins, photo uploads, etc. Movement: Crowdsourcing & Realtime Web
2) While the production of content is increasingly outpacing its readership, audiences value social content far more than other sources. Therefore, it’s not a matter of supply exceeding demand, but rather the matching of the right supply to the right demand, when and where it is useful. Movement: Curation
3) There is a proliferation of digital customer interactions and displays. Our “eyeball time” is fragmented across many screens (Smartphone, Tablet, Web, TV, LCD Display). Further, the customer journey to purchasing is no longer linear. There’s a need to reach customers at multiple contact points throughout the purchase journey. Movement: Transmedia, “The Web is Dead”
Taken from a great article you must read... http://deckermarketing.com/2010/12/17/whats-coming-mass-relevance/