social media hogwash

"... 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."
Branding-Schultz.pdf