Econsultancy recently found that only 38% of companies surveyed had a content strategy in place, but 90% believed it would become more important over the next 12 months. As the importance of an effective plan for content creation for social spaces is recognised, we will see several changes over the next year. There will be an influx of editorial specialists focused on social media content creation. Brands will use more varied forms of media, with a focus on images and video as tablets with better screen estate enter the home en masse. Finally there will be less one-size-fits-all content and more targeted custom messages based on behavioral data.