Like just about everything in a marketer's world, social media isn't exactly a trend or a fad, but it too will fade into being just another channel a marketer has to deal with; whether as a consultant advising his/her clients on the strategic advantage of maintaining a presence on community-centered websites, or building campaigns to drive revenues and sales lead conversions.
The world of social media as we know it and its associated terminology like "social analytics" "having a conversation with customers" will go away. It'll be back to just multichannel analytics with social being one of the many potential channels an organization can use for ROI or KPI metrics, and social being a casual, normal way to conduct business online, in wifi, or in some collaborative medium that has yet to be defined.
/soapbox
