This sounds similar to steve's honors presentation - discussing mediums-but with a some minor changes.
Brands, social, clutter and the sundae
More than a catchy title-mr. godin provides us with some insights on companies (like facebook and twitter) & their advertising goals.
They are asking, "how can we use these new tools to leverage our existing businesses?" They want to use the thing they have (money) to get the thing they need (attention) and are basically trying to force ads onto a medium that just doesn't want them.
i say just get our of here! The clutter is going to get a lot worse. Marketers and free media are drawn to each other, even if the results aren't always very good. Until marketers get off the greed train, though, it's going to be a long time between pots of gold.
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