We don’t need social media tools, social media plans, social media agencies, or social media departments, we need marketing strategies and tactics that are informed by a terribly heightened customer expectation. I’m not the first marketer to suggest this for sure, the idea of engagement has always been a part of the social media thread, but we aren’t moving fast enough to stamp out this idea that social media is somehow still a new and meaningful concept – now that we understand what actually happened it’s time to drop the term, concept, and confusion and focus on what really matters.