Last night I spoke to the Social Media Club gathering in Chicago where I pontificated a bit on the future of social media. I’ve talked about the future of the agency and social media before in a guest post on Valeria Maltoni’s Conversation Agent, but hadn’t tackled the topic with such a wide-angle lens before.

As social media becomes more widely accepted as a communications channel, more and more businesses will find ways to use it. Some of them will innovate. Others will just follow, but because the core of social media and the corporation is connecting directly to one’s consumers, which makes them happy, we still only sit at the front end of the bell curve of this movement.