Business leaders: how this week's news will affect you

Our top stories this week looked at changes in social marketing, net neutrality and ageism in IT

Social Marketing is about to get tougher

"It will take more than a 'Like' or 'Follow Us' button on a web site to get consumers involved in brands' social programmes in 2011," according to Forrester analyst Augie Ray.

He argues that it will be more difficult for businesses to reap rewards from their social media marketing schemes in 2011 than in previous years.

"As more people adopt social behaviours and more marketers increase their social media budgets, it is tougher than ever to cut through the noise, reach an audience and make an impression," he added.

Therefore, businesses will need to come up with new and innovative ideas around how best to target the individuals they need to reach in 2011.

Net neutrality could be a thing of the past

The UK could abandon the principle of net neutrality as a new service from BT will enable broadband providers to prioritise video over other forms of internet traffic, sparking fears that a 'two-tier' internet will result. The providers will be able to charge content owners for the service.

Jim Killock from the Open Rights Group is unimpressed by BT's new Content Connect service:

"The result could be a fundamental shift away from buying services from the internet to bundled services from ISPs: which would reduce competition and take investment away from internet companies. That would be bad for everyone."

Older IT professionals aren't being treated fairly

The IT industry is rife with ageism according to a survey from IT recruitment firm Greythorn released this week. It argued that employers are reluctant to give the more senior members of their workforces the time of day and leave them feeling insecure in their roles.

"I desperately need to get working full-time again. I have tried everything I know to get back into the job market, but the ageism out there is a disgrace!" said one unemployed and over-50 participant in Greythorn's survey.

IT employers need to recognise that experience is not worthless and those who have been in the industry for a while, if managed correctly, can positively influence a younger generation of workers striving to progress with their careers in IT.