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I like reading marketing blogs because they focus on communicating and building support for new ideas--sounds a lot like technology integration and education in general. Consider this revised quote from the bookmarked blog post: "The reason social media doesn't matter is because, upon further review, it doesn't exist beyond a label. While all the categorizing, classifying and departmentalizing was going on, that which was called social media simply settled into the center of [learning] and [instructional] strategy and behavior. Everything that we called social media is irrelevant and mislabed - there's a new way of doing [teaching] and [learning] for sure, but it's a behavior and focus on [student] involvement that's become a new norm - and that's all there is to it. We don't need social media tools, social media plans, social media agencies, or social media departments, we need [instructional] strategies and [practices] that are informed by a terribly heightened [learner] expectation."