Taking Geoffrey Moor’s model of “Crossing the chasm” probably illustrates best where social media is going. 
Early adopters like Cisco, Comcast, Dell, Pepsi, Virgin, WholeFoods, Zappos and many others set the stage. The next generation social business development is no longer based on experiments but on clear understanding how social media can help businesses thrive. In order to cross the Social Media Chasm, consultants need to be able to make full fledged social media assessments, and develop a strategy based on proven models and frameworks. Social Media Consultants need to demonstrate that their methods, models and frameworks are transparent and repeatable. Cross functional social media engagements require robust social media organization models in order to create, develop and sustain an executable strategy. The ability to embed KPIs into a strategy, calculate an ROI for the engagement and introduce a long term business reporting model is no longer an option. Eyeballs and number of fans are no longer the meter for success but measurable customer advocacy which is represented by customer recommendations and has a direct correlation to incremental revenue.
