Without this group being involved, we are not really provoking the (social) business transformation we would have wanted or hoped for. I am talking about HR and their new transformation from being Human Resources to becoming Human Relationships.

That's the huge opportunity for Social Business in 2013 and beyond. Help address employee disengagement across the board by having HR drive, right at the center, the transformation of how business gets done through Social.

There are plenty of implications here, but one that's going to become key is the one around Talent Management, especially, when your employees are disengaged, finding that new opportunity to be rewarded, recognized and motivated and more, thanks to the meaningful, purposeful, engaging work they may have eventually landed in.

This is the chance for HR to demonstrate that Social Business has never been about having the coolest tools, or the most impressive working business processes. This is going to be the final opportunity for HR to be back at the forefront of facilitating something we have been missing for decades: employees owning their work, taking more responsibility, making the right decisions, earning their merits and (digital) reputation, to eventually become recognized for what they do best -- their job(s).

Social Business in 2013 - A Commitment

And finally, here we are with the commitment. In the quest for most brands to become more open, trustworthy, honest, transparent, interconnected, smarter and authentic, in other words, more engaging with their own customers AND employees, provide better quality service, better products, better customer service, and so forth, in 2013 we are going to see how vendors (and not just for Social Businesses, but everyone who may well be in Sales) are going to make that giant leap of faith and start walking the talk more often.

In the world of Social, 2013 is going to accelerate the transformation of vendors talking one thing and doing a completely different other. It's no longer going to work that way. Rather the opposite. Businesses, mainly through learning by doing, will be called upon by their customers and especially their very own employees, on the main reasons why they are not walking the talk. Why they are not provoking their own business transformation through social networking when they may well be big advocates themselves of the change?

We are going to witness how trust is going to become more critical than ever, not from the perspective of how you can gain my / our / their trust, but more how you can keep it alive and kicking every single day of the year by starting to put your actions behind your words. Because if you don't manage to make that happen in an effective and engaging manner, I suspect both customers AND employees will move on.

Brands and businesses will be striving for authenticity, for uniqueness, for what makes them special, against everyone else. Customers and employees will be striving to belong to those brands and businesses whose commitment is one of wanting to transform themselves into the next generation of how we get work done in the 21st century: sustainable growth.

Exciting times are ahead for us all in 2013 and beyond, especially in Social Business. Exciting times to tackle our biggest unprecedented challenge yet. Our most profound business problem finally turning itself into a huge business opportunity by putting your actions behind your words. Our Commitment.

Editor's Note: Luis is all about rolling up your sleeves and getting the work done. To read more of his thoughts, check out Social Task Management - When Social Business Got Down to Work