Social Media is not emerging

I'm a bit behind the vanguard on this, but it is a good point, made here in the Social Media ROI blog back in April, which in turn referred to the second half of this video post by Loic Lemeur.

We need to look out for and challenge on sight any references to social media "emerging".

SM is not "emerging media". It is simply "media".

It may be evolving and expanding, but not emerging - it did that ages ago!

The point is: to describe it as emerging is to take away its legitimacy as mainstream media.