Now that some of the more preposterous claims made by Web 2.0 maniacs are being challenged by data, TAC predicts you will start to see some heavy backpedaling. The backpedaling will come in a few different forms:
Redefinition: "Social media doesn't really mean..."; "The Long Tail doesn't really mean..."; "Conversation doesn't really mean..."
Blaming the victim: "Companies just don't know how to use social media properly"; "The conversation isn't happening because the marketer..."
Revisionism: "You can't judge the strength of a 'community' by numbers..."; "You can't judge the strength of a 'community' by dollars..."; " 'Conversation' isn't the same as 'word of mouth'."
Remember, you read it here first.