Social web looking backwards and forwards

I was asked about where I thought social media was going a number of times over recent months. So with that in mind I thought I would throw a distillation of the questions that I have been asked out there and solicit answers from the community. I have put my own responses in italics. What do you think that the biggest challenges have been in social media up to now? Agencies that don’t get the ‘new’ non-linear multi-channel nature of storytelling, in which storytelling has moved to a multi