Social media is evolving in two ways:

Integration: Consumers do not see social media as a distinct channel for communication and so social media must be considered as part of an integrated approach, leaving pure play social media agencies in a difficult position.

Business change: In the past advertising was too big to fail, but now with CEOs able to get a realtime view of their market from social media I see greater opportunity for innovation.

Filmed in London for Social Media Week Milan (Part 2 of 5)

Let me know what you think @markofrespect