There are many within and without the industry who thought that all of this social media hype was just a fad that would go away in a few years. Today, they are retracting that train of thought. It is no doubt that social media will reach its maximum buzz potential, but 'social networking' in some form is here to stay. It's still very much the Wild West in terms of setting hard and fast rules for implementing these things for our own businesses, especially for small businesses and/or for our clients. But therein lays the opportunity for graphic communications and marketing professionals to take the lead in educating the user community on how to understand and integrate social media tactics into present and potential communications campaigns.