This article agitates me a little. Although it starts out giving kudos to the people who generated and promoted social media, or as they refer to it as "listening is the new black". But that's the exact opposite message that the social media world is putting out there. They don't want people to just listen, they want the world to engage. If society just listened and didn't have a venue for a voice we would be right back to where we were, Marketing 101, wouldn't we?
This article pokes fun at social media stating it could never be part of an integrated marketing strategy including direct marketing, ecommerce, emails and advertising. But isn't that the exact direction social media is headed? With the launch of Google+ and circles, or utilizing location based social media, ie. Gowalla or FourSquare, doesn't that provide some of the best direct marketing available?
I think this article is written from the perspective of an old-style-marketer who can't comprehend that people like to make their own decisions, not just swallow whatever the market throws at them. I think it was defined best at the Social Media Club panel discussion by Matt Curtin with Bazaar Voice, "Brands are no longer what we tell the people they are, they're what they tell each other they are."
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