"... suggesing that any media form has some sort of magical value that can turn a sow's ear into a beautiful corsage of brand value is ... hogwash.
Marketers are trying to invade social media space just the same way they did traditional outbound marketing communication. The premise is simple: There are millions of people involved in social media. Therefore, for me as a marketer, they are fair game to chase, pursue, pressure, etc. I'll invade their space, just the way I did with newspapers, magazines, radio and television. They are trapped in the system and are, therefore, targets. More hogwash."