"There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we now know we don’t know. But there are also unknown unknowns. These are things we do not know we don’t know.”- Former Secretary of Defense Donald Rumsfeld

With the sheer quantity and overall quality of information presented at this weeks 2010 Politics Online Conference, choosing just 10, or even 20 or 30 of the most insightful or unique comments is no easy task. Although Mr. Rumsfeld was obviously not referring to social media, and his comment here was widely criticized, keeping in mind exactly what you know, what you don’t know, and what you might never know are important principles to keep in mind when designing or managing a social media campaign.

For anyone who could not attend or might have missed a few sessions, all of the panels on track D were covered by CSPAN and are available here. Keynote addresses in the main ballroom were broadcast live via Usteam.Tv and are available on the Politics2010 channel.

Top Ten Known Unknowns

10. One panel predicted that Del.icio.us, StumbleUpon and Google Buzz will not be here next year. I have written previously about the multitude of location based services such as Foursquare and Gowalla and how I doubt that they all will survive.  Is Social Media a zero-sum game? Will the pie keep expanding as access to broadband expands and new users come online?

9. "It doesn't matter how many people you have as fans on Facebook. You only need the right 5." While it is easy to focus on the sheer number of followers and fans one might have on Facebook or Twitter, as this blog has pointed out before, quality always trumps quantity.  Finding those key fans or linchpins is the key. Broadly speaking, there is a certain intangible benefit to social media that is not always easy to identify. What will the new measures of success be?

8. Nic Adler gave an excellent presentation on his experience using social media to help save his nightclub, the legendary Roxy on Sunset Strip. Rather than ignoring or antagonizing his competition, Nick worked with competing venues like The Viper Room to reinvigorate the music scene, even going so far as to organize Tweet-crawls where he would actually encourage his customers to visit other businesses! Will social media make business and society more equitable? 

7. During the Bush administration, a single blog post by an independent blogger was ultimately responsible for pushing the administration to redesign the White House’s website. Another panelist remarked that compared to corporate customer service, the level of customer service people expect from government organizations is unattainable. While technology is certainly streamlining many interactions citizens have with government agencies, how willing should we be to outsource government functions?

6. Given the already explosive growth of the mobile internet, what does the future have in store for augmented reality applications? If you had an application for your phone that showed exactly what your local government has done or not done- potholes fixed, how much that bridge cost would you use it?  How about an application that pointed out a problem? In Washington DC you can report potholes via email or Twitter.

5. “Email is the hub around which Facebook, Twitter and other social media revolve.” – Colin Delaney. Email is still king. Businesses and organizations should focus on having a strong email program before branching out into social media. When and if this will change is still a matter of some debate.

4. “Social Media is nothing less than the reinvigoration of American democracy." -Rod Martin, Founder of Paypal. What exactly this reinvigorated democracy will look like, and whether or not it will improve government services and perceptions of government is tough to say. Considering that a small minority of Twitter users are responsible for a majority of the content, many have noted that the internet and social media tend to amply the loudest and most extreme viewpoints.

3. Microsoft’s Campaign Ready Suite. Despite a rocky demo that was plagued by an overtaxed WIFI system, Microsoft’s TownHall is something to watch. As a veteran of several campaigns, I can attest to the reluctance of some candidates and consultants to embrace new tools. One aspect of their program that was largely overlooked was the fact that it is open source. Does this represent a shift in Microsoft’s approach to designing software?

2. “Very likely to see independent Presidential candidate in 2012 that will make Ross Perot look like a joke.” – Joe Trippi. As we get closer to the midterm elections in November, many candidates are facing primary challenges from candidates whose campaigns would not have been possible without the internet. Will social media lead to a multi-party system?

1. The biggest threat to the future of the internet is filtering or censoring by governments, otherwise known as 'vulcanization'. Although pretty much everyone agrees that actions taken by China and Iran to censor content and limit access are egregious afford to freedom of speech, there was a surprising amount of disagreement among panelists about the potential fallout from the FCC’s recent attempt to force Comcast to stop managing its customers bandwidth on the per-per service Bit Torrent. Are regulations preventing ISPs from prioritizing internet traffic an unnecessary intrusion or necessary reform?