The thematic meme running through the social marketing world of late is that we’re about to move beyond social media marketing as a primary practice to thinking more broadly about our marketing and our business. Social is part of a greater whole and social-only thinking won’t get you very far for much longer.
Part of this is driven by the social consultants threatened by those of lesser breadth of experience. Part of it is the reality that the industry is maturing. Social is now part of marketing. Marketing is almost impossible today without social.