When Google rolled out the Panda update Rand Fishkin said:

“So, Panda kind of means something new and different for SEO. As SEOs, we never really had to think as much or as broadly about, ‘What is the experience of this website? Is it creating a brand that people are going to love and share and reward and trust?’ Now we kind of have to think about that. It is almost like the job of SEO has been upgraded from SEO to web strategist. Virtually everything you do on the Internet with your website can impact SEO today.”

What happened here is that this algorithm update forced SEOs to master creating better web experiences and punished those who exploited the SEO loopholes. It’s important to understand the crux that drives SEO as a strategy. The same goes for social media marketing, your job is going to be upgraded.

As Jason Fried says “focus on what doesn’t change.” For social media marketing strategy this means, don’t get too attached to a specific medium. Yes, Facebook, Twitter, and Pinterest are important…right now. But eventually they won’t be. Just ask MySpace, Delicious, Friendster, and Live Journal. Social media users are fickle, and they’ll jump from trend to trend, this is not a criticism of users as much as an observation of behavior. The platform will continually change, and that’s fine, that’s how it goes, what won’t change is the content needed to drive these platforms. That’s your job security.

So please, don’t be a social media guru, ninja, or maven; be a content creation expert, or a content producer, at the end of the day, it’ll pay to be a great writer.