There are a lot of social media experts out there, and I’m not one of them. I don’t think your business needs a Facebook Page (actually, I say that they’re largely bunk); meanwhile, I feel that a lot of “blogger outreach” is an outright waste of time. In fact, I argue that you should probably ignore a lot of tools and features out there.

For as much as I make fun of them, I’m in fact a believer in online ads. They’re largely a mess right now, but this will change. In contemplating the future, three factors need to be considered: First, AdSense has completely buggered the market. Second, the death of mainstream media will create a vacuum of content. Third, this shortcoming will result in real revenue for quality content providers, regardless of delivery device.

Every week I receive a handful of emails from PR firms, wanting me to write about something they’re helping promote. I rarely do so for them, but it’s not that I wouldn’t. It’s just that their tactics suck. They sell their clients on the notion of “blogger relations” but in fact, they’re treating email like a fax machine. They send the same generic message out to a ton of bloggers, piss everyone off in the process, and then bill their client for doing so. (Nice.)

And I’m not talking one of those peaceful, Jim Morrison passing-out in the bathtub after a lovely glass of chardonnay, a hit of acid, and a blow-job from a groupie kind of “die”. No, I’m thinking we’re in for something much uglier. Perhaps like a scene from some crap horror movie, in which our unfortunate victim asphyxiates while choking on his own blood. But alas, I digress.

Readers of ideasonideas are well aware of my bullish stance on digital and how I often reference large agencies as rather out of touch. This doesn’t mean I’m against the big guys (heck, I’d love to work in those neat offices with great views). I just feel as though we’re in the midst of a change that is completely rearranging this space and will result in extinction for a few.

A couple of weeks back I took part in a panel discussion on Web 2.0, which quickly moved into a debate on the implications of social media. It’s funny; I don’t look upon myself as a particularly optimistic person. Throughout the course of the evening, however, I realized that in fact I’m not just someone whose livelihood is connected to the web. I’m a believer.

All of us in design, marketing, and advertising are used to change. It’s simply a matter of fact that the way we communicate evolves. You and I, however, know that we are all in the midst of a change of epic proportions that may in-fact result in the complete re-writing of how companies and customers communicate.