Updating a blog from 5 years ago, Brian Solis says:
"As an umbrella term, we should think about social media and mobile behavior as it’s related to psychology, anthropology, communication, economics, human geography, et al. After all, everything comes down to people.
"Unfortunately in new media, we tend to put technology ahead of people. Think about your current social media, mobile, or web strategy for a moment. Do you even know who you’re trying to reach? Do you know what customers or stakeholders expect or the challenges they face? Are you familiar with how they connect and communicate and why? Lastly, do you understand the journey they take to make decisions?