Image by smemon87 via Flickr

A connection of mine just directed me, by good ol’ email, to a new book on social media. My friend knows I am thinking about the topic these days. This yet-to-be-released book puts marketing and social media in opposition, asserting that businesses must stop marketing and start engaging. The author positions himself as the “world’s authority on the topic”.

Yawn.

Social media is here to stay, no question. I use it every day, and it does occasionally help shape my impression on brands. But let’s curb the enthusiasm and keep our feet on the ground, as its impact is blown largely out of proportion:

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