I think that we are very close to the point when a majority of businesses “get” that they need social media. Which is HUGE. It moves social media firmly out of snake oil and into marketing/advertising/PR/whereveryouwanttoputit.

It means that social media agencies (like the one I am a part of) will keep growing, keep expanding, and keep building.

Why do I think we are so close? For one, look at how many malls/cafes/stores have accounts, and signs up promoting them. For instance, while at CES in Las Vegas, most of the casinos had a social media presence. Most used them fairly well, too. Nearly every company there had a twitter account, and the @intlCES account was very useful during the show.

However, there is still more to do. Even if companies get that they need it, and even those that try it themselves, companies still need help. They are not in the marketing business, they are in the widget cranking business.

A lot has been made about how social media doesn’t need experts, or comapnies can just do it themselves. I think that this is a VERY dangerous assumption. Do companies handle their own legal issues? Finance? Marketing? Usually, the answer is no. Why would they then jump into doing their own social media, which is just as complex and requires more innovation?

Neverless, the tipping point is arriving. Are you going to be creating good strategy to help companies with it, or are you still going to sell snake oil?

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