Social media, really all of digital marketing, has been described as the wild, wild, west many times for many reasons. The thrill of the new, the rugged individuals drawn to the open territory risking their safe existence to help build the new frontier. OK – maybe they just like gadgets or recognize the power of interactive media.

To date, much of the framework and language around interactive marketing has drawn heavily from the old paradigms while we built out a new vocabulary and approach. At the same time traditional and digital agencies fought for budget and primacy in a zero sum game for the same clients and dollars. New face, different day.

When Social Media came along it represented quite literally new territory. Social media boutiques and gurus have sprung up with ferocity because they, again, represent a new opportunity. Undefined, open, wild west territory with fewer competitors and the rules still being written. It’s a great place to get burnt if you don’t find a trusted partner. But beware. Not all the gun slingers have ever held a gun and most can’t aim straight.