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Totally agree with you Augie - especially about social media not being all about facebook and twitter. I started in 'buzz marketing' as we called it then, over 10 years ago, well before facebook and twitter were around, using news groups, forums etc.
Often where social media efforts go wrong is where they don't apply basic principles of marketing (or business in general) because they are under the impression that just becuase it's relatively new everyone behaves completely differently. The same sort of falicy was around when the internet bubble grew. However, maturity often shows you how to approach any new challenge where as youth just gives you energy!
A good response to a silly article.