Hallelujah Steve.

End of the Road for the Social Media Gurus

Steve goes on to write at Advertising Age

However, I am increasingly inclined to believe that such men and women, true "systems thinkers," are best poised to stand out and succeed in the digital age. This bucks the trend toward specialization and especially flies in the face of those who are professed social-media "gurus."

Worth the read for Agencies.