This week I was invited to participate on a panel looking at social media in travel, as part of the Arabian Travel Market in Dubai.
The particular slant I took was to look at the future of discipline, not least because I believe we are seeing yet another disruptive cycle when it comes to consumer behaviour and, in particular, their relationship with social media.
But it's not just me – others are seeing it too.
Here, therefore, is my view on what is happening in social media.
Consider whether you agree with me that Facebook is not really a media platform and that users in mature markets are moving back to more normal behaviors such as chat and communication – which was a major driver for the use of Facebook in the first place.
I am sure that the die hard faithful will slam me for predicting the decline of Facebook. I see it as a positive sign.
The consumer continues to mature and evolve. What he doesn't want is to be gamed. I believe that Mark Zuckerberg and co (similar to Google) have played the consumer, and now consumers are starting to rebel.
The amount of junk is diminishing the trust and reliance on Facebook and it is no longer able to make the claims it does about its trustworthiness.
AND the fact that the company just keep tinkering with it.
So, let's accept that social media reaching an interesting part its life cycle and is almost certainly maturing.
It is not going away, of course, though it is going to change. But woe betide anyone who takes the consumer for granted.