Even though social media isn't new to many of us, the world is waking up to this new shiny toy. Thanks to books like The New Community Rules , written by yours truly, Engage , Social Media 101 , and others, social media marketing is, for the time being, going to still be on people's minds as they discover this bright sunny marketing opportunity. But despite the vastness of opportunities that social media affords, it's just one channel in a series of many.