Commentary: The Smoke and Mirrors Behind Social Media

It began as a nagging suspicion. Once the idea started to form, it got harder to ignore. And once I began paying attention to it, I knew I would soon have some pointed questions about one of the most powerful trends in our industry: What if the incessant buzz about social media and social technologies is mostly smoke and mirrors? In the search for quick solutions, are meeting professionals missing out on the impact that social media can legitimately deliver?