I have a confession to make. I don’t know jack about Google+.

It may be the fastest growing social network of all time and further evidence that Google will one day control literally everything I do, but right now it holds about as much fascination for me as the latest social app featured on TechCrunch.

But the thing is, at some point I’ll have to start caring about Google+. And I’ll have to learn fast. Why? Because there are segments of my clients’ audiences that do care about Google+. And if they care, I need to care.

This is the new reality for agency creatives. As emerging media continues to emerge and communication channels multiply faster than self-serve yogurt shops, staying on top of the latest developments in digital, mobile, social media and game marketing is something we just have to do.

Does this mean that art directors and writers need to become “social media gurus” and commit Facebook’s latest photo tagging guidelines to memory? Is Mashable suddenly the new Communication Arts?

Of course not.

As always, creatives need to focus on the message first, then the medium. We need to stick to our creative guns and remember that words, images, ideas, emotions, humor and storytelling are as important today as they ever were—if not more important. Let’s keep making great ads when called upon. But let’s also learn how to captivate in 140 characters or less.

So if dipping your creative toe into new media waters still makes you uncomfortable, stop fighting it and jump right in. Splash around a little. Wear your floaties proudly. But start to follow and be followed.

After the initial jolt, I think you’ll agree; the water’s just fine.