The title is a 'hook'. From the article:

By “disappear”, I mean that sooner rather than later, social media as a hyperbole-driven, standalone, new-kid-on-the-block entity is going to evolve into a communications, marketing and sales strategy and distribution vehicle that happens to rely on a variety of valuable and useful online services.

Maybe a "social media will, eventually, merge with the usual stuff" is not as nice as title

Indeed. Incidentally, why can't I downvote this? I've seen negative points on things, but I don't seem to be able to apply them.

Theres nothing interesting to read here.... move along.

I made several now face-to-face friends after meeting them on Twitter