While Twitter and Facebook may be top of the pile when it comes to social media user figures, experts are predicting the growth of the ‘smaller’ networks.

An eBook report from computer manufacturer Dell has revealed that many industry leaders have refrained from including the two heavyweights in their lists of social networks they expect to grow in 2013.

Most of those who were questioned as part of the survey had, in fact, noted Myspace, LinkedIn and Pinterest as the ones to watch. The experts’ thoughts came with the prediction that 2013 will be the year for ‘social businesses’ and not simply ‘a business in social’.

This is supported by the news that LinkedIn has overtaken all of its rivals in the race to the top of the B2B marketing league; a development which is thought to be largely down to its professional nature.

Myspace may also be set for a resurgence of sorts. The site, which was once a key player, suffered a much-publicised decline after failing to match the popularity of Facebook at its peak. However, with a new focus on entertainment, and a new co-owner in the form of pop-star Justin Timberlake, 2013 is being touted as a big year for Myspace. Leading social media trainer Paul Gillin said:

“This should be a make-or-break year for Myspace. Can it redefine itself as the prime destination for entertainment for young people? I don’t know.”

With social media playing a big part in most successful marketing strategies, the experts’ predictions should encourage business owners to look carefully at who they are targeting and how they intend to reach them. If nothing else, the report’s findings highlight the importance of keeping up with user trends and following the consumer. Engaging content must be created and published in a forum in which it is going to be noticed by the right people.

Graeme Parton

Graeme has experience creating content for online sources and for the radio, and at university he studied Multimedia Journalism.