In the continuous hype cycle that is all things tech, “social” has become the latest flavor of everything.

For sure, we as IT industry analysts are major players in this cycle, albeit sometimes inadvertently. Even when we individually attempt to provide sober, nuanced, balanced, fact-based discussions of some new “social” this-or-that, we’re often stoking the popular mania. The bottom line is that yet another analyst is paying attention and tweeting thoughts on some trendy “social” topic. This fact can and often does get wrenched out of context and escalated wildly in the minds of some people who follow us.

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