Interesting article - and very appealing title! Working for a digital agency, SayItSocial, we live and breathe social - the practice of which is, as you said, definitely here to stay. But what will we name it in the future? Will it just come under the 'media' umbrella? Digital? We HATE the term 'social media' because that is just a fraction of a company's overall social strategy. Social is a total cultural shift altogether which we can talk about for hours. 'Social Media' however, is a term which we will be happy to see the back of!