In a post on the gillin.com blog, Paul Gillin opines that marketing's love affair with social media is about to give way in 2011 to a sobering reality. Now, no one has greater social-media chops than Paul, so this came as a bit of a shock ...and has earned him a few swipes from others in the community.
But as Paul notes, nearly every innovation in IT goes through this phase on the way to eventual success: "there's a period of exuberance, followed by the cold reality that the new tool won't shorten the work week or lead to permanent weight loss."
