Of course, there's an alternative view when it comes to SoLoMo. And while detractors don't reject the idea that social, mobile, and local are interrelated, they do charge that SoLoMo is little more than a trendy buzzword -- something we'll all look back on with a snicker come 2013.
In a post explaining why he hates the term SoLoMo, TechCrunch writer Anthony Ha mocked the phrase, which doesn't exactly roll off the tongue (or the keyboard). But Ha's real beef with SoLoMo is that it's all sizzle and no steak.
"What I object to, really, is the way everyone is seizing on the term as a way to automatically hype up an app as innovative and exciting, in the same way that "cloud" was slapped on everything a couple of years ago," Ha wrote. "Are you about to release the millionth local deals app? Call it SoLoMo! What about a reviews app? Do the same! An app that lets you find which of your friends are friending the friends of friends around you? Come on baby, do the SoLoMotion!!!"
But even if Ha is right about SoLoMo, the fact is that the concept -- though maybe not the word -- is here to stay. More to the point, marketers will be thinking and talking about SoLoMo whether it's truly a revolutionary concept or a reheated take on an old idea. So it pays to have a good idea about what's going on in the SoLoMo space.
Here's our guide.