Some say social media is a communication tool or a networking tool. But as a marketer I am only interested in using social media as a tool to influence thinking of target groups on behalf of my clients.

If you step back from the technology you can clearly see the connection between cave paintings and twitter.

It’s not the technology that we should hype, but what it can do and how it can change things. It’s the power of what social media can change, not it’s reach, which is why we shouldn’t be surpised that the “normal” people don’t use it.

Like I said at SASCON, people who use Twitter are not normal. and people who use digg are abnormal ;)

From our perspective as a lead generation agency I’d still say that the interest in social media from prospects we are targeting is firmly still rising – a few months left yet until any expectation bubble bursts while marketers look into what’s possible/potential ROI’s etc..

I agree that the Gartner Hype Cycle is likely to pan out – just that from the (albeit simple!) perspective of a business development company this is a wave that has certainly not reached its peak yet.

@jburtonbrighton

the best times i’ve ever had with friends did not involve taking a photo of how great a time we are having every 5 seconds or tweeting constantly about it or anything remotely similar.

of course, if people are unable to go without anything for a
period of time (what ever it may be) could be an early indication of addiction or dependency.

the use of the phrase “normal people” to s describe those who are not tuned in to the world of social media made me smile….

@mikeashworth

What was surprising to me, or at least useful, was the realisation – whilst in that vacuum – of where the world around me is on that journey into digital media-dom.

Working in this world, living in this city, consuming the different media sources I do, I see social media everywhere.

But going a bit native, I saw it ‘nowhere’. It’s a big disconnect. A useful disconnect. Or as I put it, a recalibration.

How many of us are drinking the Kool-aid, as Alan Patrick puts it? And how many of us, in this community of practice, are seeing clearly through the hype, smoke and mirrors – well enough to be able to really help?

You’re right though, we should do some (more) research on it.

This post was mentioned on Twitter by nixonmcinnes: Social everywhere but here http://bit.ly/akT2rl...

I guess at the moment you only get out what you put in. Participation is the key to benefits, it doesn’t just appear.

We should do some research on it :)