The paradigm has truly shifted (when has it ever stayed still?!).
With so much information available, it’s pretty clear that information, per se, doesn’t hold much currency anymore*.
But the more things change, the more they stay the same (which always sounds better in French: Plus ça change, plus c'est la même chose).
It’s one thing to have information. It’s quite another to make sense of it. And beyond making sense of it, it’s still another thing to help someone else make sense of it.
So while Aaron Sorkin may well read through each and every post generated on his facebook page, and sort and filter it into useful form, chances are, marketers won’t have the time to. Nor, possibly, will they have the inclination…
I can only guess there’ll be a greater need for our skills and expertise in doing just that. Sorting through and making sense of it all: turning these magnificent, but daunting yottabytes (don’t worry, we’re not quite there yet) of information into something useful.
From my point of view, the researchers’ realm isn’t just getting bigger, it’s getting a lot more interesting too!