Social media is great for talking about, well – social media. But as I'm sick of all the self-proclaimed social media experts, tweets and slideshare presentations with social media strategies, I don't think you can discount it as a passing trend. Social media IS important. But it's also an evolving concept, and trying to "fix" the knowledge of the phenomenon as definite truths is pointless. I believe discussions on social media should be seen as a flows rather than stock knowledge.