I’ve talked before about the importance of marketing peopel to really dig into social media – exploring both the mainstream and the esoteric, and really understanding the culture.  Sadly, it’s easier to jump to conclusions about technologies based on a cursory knowledge of the space than it is to actually experience the culture and the people.

Traditional advertising has almost nothing in common with social media.  Old models do not apply as they once did, and in order for agencies to call themselves “experts,” they need to move beyond assuming and start participating.