I’m finding it’s increasingly difficult to blog.

The overall trends of digital media can change rapidly - or at least that how many who are considered experts see it.

I think what often happens is that some of the “rock stars” find a new concept, try it out, and like it.  It may be a reasonably cool service or tool and they’ll say so.  So then much of the rest of us will follow suit, thinking we’re ahead of the game.  But we’re not.  Because the vast majority of the general public doesn’t follow.

This can be problematic if you’re trying to make a solid business case for the use of digital media as a marketing communications tool.  That’s because businesses don’t care as to what seems to be cool to a bunch of social media strategists.  They’re more concerned in what will increase sales and enhance a brand.

So sometimes it’s hard to separate the fun hype from the realistic hype as it relates to business.

But that never stops the hype.