David, thanks for your “tree”, it’s helpful to have these models. The key question you pose “is social media a fad” and you answered with a “maybe” – in my mind it is certainly not a fad, I think the things you referenced as fads are in fact tools, not social media.
The only questions are really:
1. how important is social media for my business?
2. how much resource do I divert to it today?
3. how do I engage? and;
4. how do I measure results?
It is no fad.
Regards, Walter – @g2m
Social Media Academy, Australia