Simsi - 7:15 pm on Sep 19, 2011 (gmt 0)
Once the buzz decreases...
What buzz? lol. The only places I ever see G+ mentioned is in webmaster circles.
I don't agree social is a "fad" but I do think that like every new thing it will peak and then settle while something else peaks and the infinite loop continues.
I'm not convinced social is as effective a marketing channel as some people would like us believe (notably those who are successful in making some money from it!) but it does have some value and will continue to for *some* businesses while others will never be able to leverage it as much as they can other channels.