It is not as though the industry has been coherent at marketing its offering:
Jason Falls suggests that the social media monitoring industry has been the single fastest-growing niche in the world of technology over the past three years.
The universities are at sixes and sevens as to what they should teach and have very few truly qualified lecturers. A lot of what is taught and many of the mores just do not hold water as tactics without strategies.
The whole of the online interest has grown 150% in the last three years.
Do we see this level of commitment by the industry?
The professional institutions do not want to look beyond social media as a communication channel despite the fact that in almost every area of PR except Marcoms, the wider use and application of the internet has a much bigger impact on corporate competitiveness.
Perhaps its time to look at the agenda for the profession facing the Internet because it has to.