Writing on Advertising Age, brand strategists and author Jonathan Salem Baskin wrote, "The conventional wisdom of social marketing is an effort to breathe new life into the all but dead presumptions of branding, only with one small catch: It can't make it work, and the only way anybody can claim otherwise is to fudge the stats, time frames and expectations for tangible results."
Damn, dude! Them's fightin' words! You're going to have the social media guru army all over you in a matter of minutes. But you know what? You're right. Well, mostly. Social media isn't the cure to everything. It can help. But not to the seeming exclusion of all other forms of marketing...which appears to be what's happening these days.