Social media is one dangerous, double-edged sword: it attracts and sucks out a lot of attention but it fails to live up to any conventional advertising metric. I wrote about this some more here and here.
Yet to then tell marketers “tough, pound sand and adapt” is foolish. We want online media to remain a free ad-supported environment, so we have to play along with advertisers (not kowtow to them, but listen and understand to them).
Spewing nonsense about how the web changes all of the rules is mumbu-jumbo. Even if there will be many revolutionary shifts in the paradigm (insert many more buzzwords) it won’t mean that overnight things shall change all that much.
HipMojo.com » Twitter’s 140 Problems
Totally agreed, with my usual proviso that “ad” doesn’t mean optimized interstitial advertising.
