By dismantling their social media office (see article on Wired), which had been in place for two years, and making social media the responsibility of every member of his staff, the assistant secretary of defense for public affairs Douglas Wilson shows how the future of social media will look like.
No more specialized offices, no more social media silos, no more experts or consultants building new strategies. Social media is a tool, amongst many others, for public affairs professional to do their job more effectively and efficiently.
The next step is to realize that every single employee and soldier will end up using social media. Not for fun or as an additional task, but as one of the many tools to do their work. Be that communication, intelligence, administration, or combat.
I always find intriguing that the best examples of social media use come from the military, a domain that one would expect to be less at ease with this topic, especially after the Wikileaks case. I suspect that this is because defense organizations have usually clearer purposes and a stronger sense of mission than other government entities: and purpose is the secret sauce for social media success.