Saw the graphic below today while "thinking with my mouse." That's when you're trying to test a theory in your head and you aimlessly scan favorite blogs for validation, contradiction or, as is often the case, a more fun tangent. A shout out to Brand Identity Guru Blog for this.

The good news is that this "tangent" actually dovetails with the issue with which I'm struggling. Here it is: Are we (the experts) allowing social media marketing to turn into a freak show? To avoid another mega post, for now I'll just point to the fact that I'm seeing too much discussion about whether "this video" or "that game" really rocks, really sucks or does nothing. It's as if an expectation is being created for social media that it must be a big event that doesn't just move the needle (assuming your measuring), but instead red-lines it.

So that brings me to the graphic above. It capture this industry's truisms in a refreshingly simple way. Marketers want to "tell you," advertisers want to "imprint you," PR people want to "influence you," and branding occurs when your target internalizes the brand promise/value/essence.

To me, social media changes everything, and you can't just apply your craft to it without major re-thinking. Marketers, don't just go into Facebook and develop a brand community that essentially mirrors your website. Advertisers, don't just reformat ads for the web or third screen. And PR people, holy crap, do you really think you can start conversations with customers by adding hyperlinks to press releases or adding bloggers to your media lists?

Folks, this social media thing isn't just about new channels, it's about new communications that are driven by consumers. I know many will say that's hyperbole, but I strongly believe that consumer-driven branding is here to stay (it's too fun now to stop). Unfortunately, too many marketers forget how far we've come in the past five years. They're slipping back into that "we're in control model" and THAT is what worries me. It's why I believe we're talking too much about the next "big viral video" and not enough about all the other little things that start and sustain conversations in the wild world of the social web.