While these changes are disruptive smart marketers will not only be able to ride them out, but actually use the propulsive force of change to get ahead of the competition.
Increased distrust in social media alone doesn't mean everyone is about to stop using it.
Much of the current discussion about distrust and dislike of social media is ironically taking shape on social media.
If you operate in an organisation that treats customers as human beings and not just social media profiles, there is a great opportunity to win. If you are clever marketer, you can even advertise that win via social media.
Great example of such win - Brick and mortar stores (shopping centres) and their VIP customer loyalty programs.