Many of the things we see in the social media space can be categorised as a fad with many social technologies fading away into obscurity. But the sheer volume of these fads can be combined and aggregated to shape a movement – while many fads disappear or lose their allure, some crossover into the mainstream.
So how many fads does it take to make a movement?
While there are some very compelling stats, marketers and communicators should remember that social media is still two things:
- An immature medium where things are just starting to be shaken out
- Just another channel to use to engage your stakeholders. Integrated marketing is still the best type of marketing.