It’s all the rage. Everyone wants to dive head first into social media…and many do, without so much as a glance into the water before they jump. The backlash is coming. It shouldn’t be a surprise, really. It happens when a new idea excites the market. Everybody does it, and does it wrong, then everybody gets disillusioned, and then some percentage of “everybody” figures out how to do it right. And life goes on, sans hype. The social web is in the early stages of a massive dry-heave that will eventually purge the idiots and leave the rest of us to do our jobs in a far-less-muddy environment.