I’m sorry to break the news but it’s true. Social media experts will become less relevant in the next 6 – 12 months when brands realise that you have to be a social business first, before you do the media part. But not to fear, they can always become social business experts.

I don’t mean to be funny either, I would prefer people to work in social business than media and thankfully people like David Armano are doing exactly that. Putting some rigour around the subject and taking it to a far more helpful place.

I’m not having another social media expert whinge, I’ve admittedly done a bit too much of that lately. I just want to highlight and praise a company doing it well – that company being Tesco.

Not only did they hold an innovation day (TJAM) to discuss its API and invite developers with great ideas to improve the online grocery experience, they are in the process of renting out allotments to customers. Yes, a supermarket, in the business of selling food, is renting out land so people can grow their own and not use the supermarket so much. Not only that, you can buy chickens and chicken coops – isn’t this made of awesomeness or what?