According to new research, social networking is set to replace email by 2014. Sounds a little far-fetched to some but look at how we’re communicating already via applications such as Twitter.

Take journalists for instance. Many now get their sources of information via Twitter – that’s why digital-savvy PR agencies or firms follow them back and tweet about anything that might spark the journalists’ interest. It’s especially helpful in this case because information sourced through social media is fast and instant. It satisfies our appetite for having everything at our fingertips as quickly as possible.

This is just one example of how communication is changing dramatically as the world speeds up. We want everything faster and faster. And in terms of business, more organisations are communicating directly with their customers, associates and clients via social media.

Again, it all harks back to the Net-Generation – a generation of people who are demanding more transparency and fun from their products and services online. That’s why social media is such a valuable tool. It allows businesses to become more personable and transparent.

Analyst Gartner predicts that 20 per cent of firms throughout the globe will use social media as their key communication medium by 2014.

‘Greater security, the availability of the so-called “white-labelled” social networks and more tolerance from organisations allowing use of personal accounts at work’ are among the factors influencing the business uptake of such tools, says the study.

Where does this leave us? Well, the world is changing. And it’s changing fast. A massive cultural revolution is going on and if you’re not part of it, then you’ll get left behind. Of course, the ‘traditional’ email will remain. I certainly don’t think it’ll be replaced, merely used less often and more for a formal purpose. While social media will become more and more part of our working lives… It even apparently boosts productivity by seven per cent – so it really is here to stay.