“The main reason for [companies not admitting dearth of Social Media skills] is personal technologies have outpaced business technology for the first time in a generation,” Keith Privette replied to me. Great observation- so key. Instead of consumers having second exposure after businesses have understood and implemented a new product or service, consumers have the essential dibs, the first right of refusal: they have chosen to popularize Social Media because of how innately useful, effective, and egalitarian (in the sense of a meritocracy) it is.

As you’ve read, I’ve been curious lately about where it’s all heading. In the next ten years, what will be the ultimate nuanced importance and overt importance of knowing that ten Facebook posts per day a real SM presence do not make? Working in Social Media is difficult in a different way than is, say, the field of law, because at least in the legal field, someone can respectfully/realistically aspire to – and one day actually be seen as – a guru. (Pardon my use of the word.) In an emerging field such as ours, it is difficult for someone to appreciate that seasoned, experienced SM strategists do base their expertise on learnable concepts. Those concepts, however, change everyday and that’s why SM gurudom is (and wonderfully so) like nailing jello to the wall.