What do you think is the future direction of social media? How might emerging technologies change them?

Social media has transformed the way we interact yet very few organizations fully understand how to use social media platforms effectively. Some experts say that social media tools improve productivity, allow companies to discover emerging trends and issues worldwide and establishing ones brand by using social media as a marketing tool. Despite potential advantages, there are also significant drawbacks to social media. It is very difficult to control social media communications, important intellectual capital might leak out and there is a danger of negative messages sent out about the organization.