I recently met with the marketing department of a local organization. They asked to speak with me about social media, and how they could incorporate it into their “branding.” I know nothing about branding (or marketing) but I love to talk about social media, and I wanted to support my community, so I agreed.

The meeting attendants included: two marketing executives, their 21 year old intern, and me. We sat down at a table in a coffee shop. The three of them looked at me expectantly with blank yellow note pads and poised pens.

We began with the two (middle aged) marketing executives asking about the isolation caused by social media, and wondering if we should be “weeping” over the demise of our culture. Specifically, one of the executives described a “sad” situation, in which a group of students were waiting for the bus, engrossed with their phones and oblivious to each other.

I gently calmed their dystopian fears and explained the fallacy of digital dualism. The 21 year old intern immediately relaxed and chimed in. “We are being social” she said in reference to the bus stop phone incident.

The second marketing executive was unconvinced. She referenced a recent family trip, where her two teenage sons were on their iphones, missing the historic landmarks that the family had traveled to see. This time, I did not need to say a thing. The intern informed us all that looking at their phones in no way means that they missed the historic landmarks. “We are used to a lot of things going on around us at the same time, it’s how we do things” she said. The executives looked at me questioningly. I backed up the intern, explaining that the re-articulation of an experience is part of the experience for many youth today (although this is debatable).

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As you might imagine, the remainder of the meeting followed this trend. The executives asked questions, the intern answered the questions, they all looked at me for confirmation, I affirmed the intern’s statements and cited the CMC research to make it more official.

This interaction makes two things salient: 1) the decline of the expert 2) the need for theory in social media scholarship.

Generally, the Internet grants us access to knowledge and information that was previously exclusive. We get medical information on WebMD;

learn to do our own plumbing with a YouTube video; and get news from alternative sources—including blogs and our “friends” Facebook statuses. Moreover, recent research shows that we trust advice from peers more than we trust advice from experts. As such, the “expert” is in social decline. Nowhere is the more evident than in our very own field: social media research.

In social media research, we often study digital natives, a group now entering colleges and/or the work force. They know the findings of our meticulously gathered and presented research. Our descriptive studies have little to tell them. Their expertise is equivalent, if not superior, to ours.

This brings me to my second point, that social media scholars must not only incorporate, but maintain a strong focus, on theory. Our work has little value if we cannot use it to say something about identity, community, economy, or culture. This is not to say that there is no place for descriptive analysis. On the contrary, we cannot theorize about that which we do not understand empirically. However, descriptive analysis, at this point, should be preliminary and intermittent, rather than predominant and pervasive as is the current case. Without theory, we do no more than replicate and legitimate the extant knowledge of digital natives—and we already know the direction that legitimate knowledge is taking. Without theory, make ourselves obsolete.

At the end of the meeting, the marketing executives asked me for some general advice. “Listen to your intern” I said. “She’s an expert.”