SoLoMo is a limiting definition. The contention is that media should replace social media for maximum reach. Current applications of SoLoMo depends too much on the myth that social media platforms has enough active users on a hyperlocal basis.
MeLoMo, media+location+mobile is a better solution in terms of efficacy and opens up a larger universe for creative application.
Presented at The Social Internet, a conference organised by The Internet Society of Singapore , 17 Nov 2012.