The next time someone tells you, “My industry isn’t on social media,” pause and kindly say:

“The last time someone told me that, I walked out of the room. But I like you guys, so I want to help you see the light.”

Sadly, the last time I had this opportunity, I chickened out.

Actually, the last time I had this opportunity, I should have walked out!

If I hear one more person say, “I’m not on Twitter because I don’t care what you had for breakfast,” I may throw my breakfast up onto my iPad. Or maybe even that person’s Blackberry. (Yes, a little dig.)

We’ve overused the term social media. To our detriment, business leaders of organizations both big and small, have actually listened to the social media hype. But they are still not getting it.

I believe the term “social media” and an even older term “new media” should be banished from our vocabulary. In today’s world, it’s all about content. Content, and good brand stories, aren’t only king, but they are the center of our universe.

“If companies want to engage, learn, share and grow, then they need to develop and share their stories and at least test out all channels of communications – from traditional channels to innovative channels maturing every day.”

Yes, social media channels have content that not all people care about. Like what I had for breakfast and where I “checked in.” But so do traditional channels like TV, print and radio. We learn to block out what we don’t want to hear and consume what is valuable to our lives.

I thought we came a long way over the last few years with the explosion of new communications channels, but some are stuck and will never get out of the mentality that they don’t need to develop and share their story for success. And that’s a shame, because those organizations have great stories to tell and audiences willing to listen. And buy.