There are elements of social computing-based marketing that are just silly trends. But, overall we know that it's really bringing the century's old marketplace to the digital space. The Cluetrain Manifesto laid this all out more than 10 years ago. Anyone working in marketing these days should give that book a read, or re-read. It really illustrates how the social space is just a true manifestation of the traditional marketplace. Hard to call something that's been around for a millennium "trendy." It's only the technology that's changed.

I guess marketplaces are the same since goods were first traded (and maybe watering holes since water was first drunk, and airport waiting lounges since flights were first delayed). But marketplaces have grown enormously, and the consumers have changed. Have the sellers changed? They still compete, fairly and unfairly. They still communicate with the consumers, honestly and shadily. Nowadays it seems to consumers can inform each other much more readily.

To the point -- I think the question is if the application is trendy -- clearly the behavior is as old as humankind. Bringing it to the digital space is a natural evolution

Agreed! The problem seems to be that we all forget about how people really interact whenever we try to move onto the digital space!

How about this -- People are the real medium or channel -- this thought courtesy of Gurval Caer teh CEO of Blast Radius -- plan your next campaign with that thought and see where it goes...