Social media flows fast like a river and those who don’t keep their heads up and eyes open, may drown.

Social media is like a river – it’s powerful and swift and just when you think you’ve mastered it, things change and you’re sucked under. Any “riverman” will tell you that you can never assume you know all there is to know about a river – a river runs and you have to keep up with it.

As we admire the power of this river we would all be well advised to heed this warning from futurist Alvin Toffler:

“The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.”

That sums up the immediate and future destiny of just about anyone who wants to do more regarding marketing than simply sleep through the class in college. We aren’t even at the beginning of the end or even the end of the beginning – a beginning which can only promise us rapid change.

What I’m learning is that what I know today might be challenged tomorrow and I have to stay open minded.

Change will be constant, change will be dramatic and change will be quick. If you stagnate, you will be swamped by your competitors.

Whatever social metrics come along, they won’t paddle your canoe for you. You have to be ready to navigate the inevitable rapids.

We still have a lot to learn, unlearn and relearn about the river known as social. What you learn from us today, may be something you have to unlearn tomorrow. Don’t stress over it. If you keep a good steady pace of learning, you won’t have to tread a lot of water.