Believe it or not, there are already people proclaiming the “death of Twitter” (no link at the moment as I’m on a plane).

And that’s all well and good, because the massive paradigm shift that is occurring today is not at the Twitter, Facebook, YouTube level.

It’s at the implication of Facebook, Twitter, and YouTube level.

The tools are not as important as the macro-shifts that they catalyze, like the attention economy and the power of permission.

How we, as marketers (oh yeah, that’s all of us) respond to this is the Darwinian challenge for the discipline that we all face.

I put forth one argument in my eBook Dandelion Marketing and I’ll point to another take on it from Mitch Joel (who is rapidly becoming my favorite marketing blogger) in a post called “Four Current Trends That Will Change Marketing Forever.”

I think that #3 and #4 are somewhat related, but I can see why he broke them up.

Take a read of his post and then ask yourself: “Have I integrated these changes into the filter through which our marketing activities are executed?”

If no, hit reset and start again.