Social Media Roadmaps: Exploring the futures triggered by social media

Toni Ahlqvist, Asta Bäck, Minna Halonen, Sirkka Heinonen

    Research output: Book/ReportReport

    56 Citations (Scopus)


    Social media refers to a combination of three elements: content, user communities and Web 2.0 technologies. This foresight report presents six roadmaps of the anticipated developments of social media in three themes: society, companies, and local environment. One of the roadmaps, the meta-roadmap, is the synthesis of them all. The society sub-roadmap explores societal participation through communities. There are three sub-roadmaps relating to companies: interacting with companies through communities, social media in work environment, and social media enhanced shopping. The local environment sub-roadmap looks at social media in local environment. The roadmapping process was carried out through two workshops at VTT. The results of the report are crystallized into five main development lines triggered by social media. First development line is transparency referring to its increasing role in society, both with positive and negative consequences. The second development line is the rise of ubiquitous participatory communication model. This refers to an increase of two-directional and community-based interactivity in every field, where it has some added value. The third development is reflexive empowerment. This refers to the role of social media as an enabler of grass-root community collaboration. The fourth development line is the duality personalization/fragmentation vs. mass effects/integration. Personalization /fragmentation emphasises the tailoring of the web services and content. This development is counterweighted by mass effects/integration, like the formation of super-nodes in the web. The fifth development line is the new relations of physical and virtual worlds. This development line highlights the idea that practices induced by social media, e.g. communication, participation, co-creation, feedback and rating, will get more common in daily environment, and that virtual and physical worlds will be more and more interlinked.
    Original languageEnglish
    Place of PublicationEspoo
    PublisherVTT Technical Research Centre of Finland
    Number of pages83
    ISBN (Electronic)978-951-38-7247-2
    ISBN (Print)978-951-38-7246-5
    Publication statusPublished - 2008
    MoE publication typeNot Eligible

    Publication series

    SeriesVTT Tiedotteita - Research Notes


    • social media
    • roadmap
    • futures
    • foresight
    • society
    • companies
    • local environment
    • collaboration
    • participation
    • services
    • applications
    • business
    • open innovation
    • distributed innovation


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