Being in the field that I’m in and having the friends, colleagues and network that I have, there are a lot of people around me who are flat out experts in social media. It’s created a really cool journey and an inside look at a lot of really amazing ideas over the last 5 years; but I think it’s time to move on.

Clay Shirky, in his book Here Comes Everybody, says:

“Communications tools don’t get socially interesting until they get technologically boring….It’s when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen…”

I would like to think that, at the early adopter level, we have gotten to this point but there are still enough ‘early adopters’ out there still making so much noise about ‘Social Media’ itself that we are stunting the growth of the top part of the bell curve. If we are going to pull culture along and lead them to the place that we have all discovered, which is the position of ubiquity that new media has in our live’s as early adopters, we need to act like it is pervasive and ubiquitous so that it truly becomes so.

Every time we do another blog post on 101 level social media ideas and strategy we stunt the growth of people who might otherwise be much farther down the road. Every time we try to convince our teams to adopt more social channels we turn them off and keep them out of the game. Every time we do another seminar on social media we slow down progress.

So stop talking about social media and just let it become the norm.