Duct Tape Marketing has taken a stance on Social Media, and they've concluded that it simply does not matter any more. I couldn't agree more.
Now, it's easy to take their article's title and assume that we can cart Twitter, Facebook, LinkedIn and all the other social networks to the curb for the garbage man to pickup. A lot people confused and scared of Social Media relish the thought of that! Now, if that's all you take away from this blog post, you missed the point.
Duct Tape Marketing is saying that to group Social Media as it's own category of marketing and focus on it exclusively is misguided. 
Experts and novices alike are treating social media as a silo of marketing that stands on its own when it is really a part of a greater whole. Businesses that put 100% of their marketing effort in one area are putting their businesses at risk. Having a social media department, or hiring a social media consultant that ignores the other areas of marketing and advertising is foolish.
Social media can help with engagement, customer experience, collaboration, and offline activity but is only one way of doing it. Measuring these things by only measuring social media output is like saying a sports team won the championship because of a single player when other members of the team contributed to the victory. Social Media is a team member, not the entire team.
Read the whole article on Duct Tape Marketing: Why Social Media Doesn't Matter Anymore.
