It's time for social networks and brands to start thinking in the "future tense," writes Rene Pinnell. Rather than focusing on real-time responses and sharing, social media should position itself as a platform for discovery and planning. "The shift from present tense to future tense might seem trivial, but it will generate a huge shift. ... The consumer hasn't entirely made up her mind about where to go or what she plans to buy, which means businesses can take an active role in the decision-making process," Pinnell writes.