For anyone who has ever had the displeasure to read this blog or hear me personally pontificate about the state of the Web, this post will come as no surprise to you, I'm quite sure. Oh, the title you ask? How can I, a social media strategist, claim there is no social media? I'm sure you can gather from the URL of this blog my answer: "the Web IS social." However, I'm changing my stance slightly to perhaps make it more clear: "Social is the Web." Or maybe "social media is the Web"? but then I don't want to continue to peddle the phrase "social media." You get the idea. Differentiating between the "Web" and "social media" is like trying to differentiate between a hot dog and all the animal-product gook that makes it up.
"Social media" is not a "space" or "there" or "channel." There is simply the Web which has evolved and which has intrinsic social qualities to it. Yes, there are what we would call "social media tools" or "social technologies" that have enabled and continue to expand the socialization of the Web, but these are more or less what now comprise the Web, rather than being some sort of separate add-on to it.
Users expect a participatory Web experience. Think about this, this is really the crux of what we mean by "the Web is social." It is that there is an expectation for participation. The corollary to this, and no less important, is the expectation of users (or consumers, if you prefer) to be able to tailor these participatory experiences based on attention preferences and streaming habits.
WHOT, pray tell, you ask, does this have to do with anything? Well, for (digital) marketing agencies, it means a lot. If the Web is generally central to any digital agency's service lines, the evolved state of the Web (and user/consumer behavior!) demands a shift in approach to the methodologies and service lines themselves.
"Social media" is (will be) a short-lived service line unto itself as "social media" (will) impact overall marketing strategy and everything from creative, web development & UX, paid, search, display, etc etc. Not to mention that the social Web and its many utilities also impact much of enterprise that is not marketing-related, but you already knew that.