On my latest episode of Managing the Gray I made the statement that "the honeymoon is over for social media." I said it as an off hand comment that came to mind, but the more I think about it the more I firmly believe what I said. I don't mean that social media is dead, dying or in any way going away. In fact I think it is going become more integrated, important and part of every successful company going forward.

I've been with my wife for almost twenty years now. When you get married your full of lust and excitement and live in the moment first and foremost. But, to maintain a successful relationship you have to have a mix of honesty, intimacy and great communication. You have to look at the big picture and the long term rather then just the moment.

The same is true for where we are with social/interactive/digital/new media. The time is now for you to get out there and be honest about what it can and can't do with clients. Work with companies to be sure that they understand that this is a long process of relationship building and not a one night stand. Make sure they completely comprehend and appreciate what they are getting into. Then over and over show them results and if things are broken, fix them!

Sure this is over simplified, but every day someone new pops up with instant success in social media schemes. Successful consultants and agencies know that it take more then talk and promises of golden viral videos to equal success. It takes time to think about the strategy, define the goals and then build and execute programs over a given period of time to make it a success.

The honeymoon may be over, but that doesn't mean the fun in the bedroom is done. In fact it is just beginning.

Get out there. Work hard. Deliver results. Satisfy your clients.

Photo Credit to [klf]photography via Flickr