Thomas Purves has written a great post suggesting – correctly, in my view – that It’s time to take “social” for granted.
Here’s the news. [Social media] is no longer interesting. It’s time is done. Now don’t get me wrong, there’s still vast areas of everyday business, enterprise and government that still need to be beaten severely with the Web2.0 stick (even the Web1.0 stick would still help in some places). Rather, it’s now time to think of socialness and 2.0ness as “business as usual” in the IT industry. The substantive battle is over, this is a mopping up operation. And there’s a ton of rolling up the sleeves and value to unlock left to do in almost any vertical industry.
I’ve been working on crossovers between social media and mobile for over a year now (from time to time – consulting gigs) and from my perspective mobile has already arrived. I think it’s almost irresponsible to consider a “new media” strategy without considering the social and mobile options that can be baked in, and not as some kind of cute bolt-on strategy but integrally to the whole thing.