The future of marketing will be driven by how social media can turn audiences into advocates. A vital element of any company's future strategy will be the ability to reach and engage the right audience, and to unite their marketing and social elements in a way that can turn audiences into buyers and brand believers. The leaders will be those who can harness, manage and unlock the power of not just Facebook, Twitter and other individual networks, but the entire ecosystem of conversations about their brand happening across the social web and throughout their world.