Okay - that title isn't my idea, rather a client who is tired of hearing the words"social media."  It's not that he doesn't believe in the power of social, it's that he believes we have reached a point where social is the new normal.

Public Relations, Marketing, Customer Service, Recruiting and Sales should be using social media as part of their skillsets, and not counting on someone to do the work individually.  I agree, which is why in the last year I've done a lot more integrated marketing than social media marketing.

One, it sells better.  Two, it allows me to filter with more ease.  Hiring experience in an industry is always easier than hiring a skillset.  Three, it keeps the salaries high, as they are based on previous salaries, and not some amorphous range that differs at each company.

Of course, I agree with the sentiment because I've always practiced it.  It might be strange for the social media headhunter to say such things, but the terms applies as much to my methods as my placements. 

So this year - let's all agree that we'll say integrated marketing or integrated communications instead of social media.  And remember, "engagement" and "transparency" are right out.  They might be benefits, but no company pays for them anymore.