Social media - end technique over intellect

Planner Richard Madden's article in Marketing Week is an interesting and entertaining read. The challenge to us marketeers is to stop forcing existing content to punters through social media. Lazy exploitation he states. Instead consider having something interesting to say that has relevance in this social space.

Have a read - I love the Michelin/Michelin Guide analogy. His call to arms is, stop putting the social media cart before the horse.