>> the definition of what is “in” social media (and what is not) is not commonly shared

Earlier I was talking with a guy who clearly thought of SEO and social media and interactive PR as new things that are outside the mainstream of marketing.

No no, I kept saying, this stuff isn’t new. Look at Forrester’s reports, and Sherpa, and etc etc. They been covering the comparative ROI of these techniques for years — and if someone is still doing the old stuff they’re (and I couldn’t find a more polite way to say this, so I just said it) obsolete.

Rhetorically speaking, I wasn’t sure what to say with someone who perceives social media as the new maverick marketing tactic… other than… “Really?” or “And how’s that working out for you?” Both of which seemed to put to fine a point on things.