Here Come the Innovation Hippies! Beware of Social Media Snake Oil

My newly departed colleague Steve Baker’s last piece for BusinessWeek is a contrarian take on social media. Given that this skeptical piece was penned by one of social media’s biggest fans and practicioners, it’s worth a close read.

Says Baker: “The problem, according to a growing chorus of critics, is that many would-be guides are leading clients astray. Consultants often use buzz as their dominant currency, and success is defined more often by numbers of Twitter followers, blog mentions, or YouTube hits than by traditional measures, such as return on investment.”

Read the rest of the piece here. It’s generating a pretty vibrant discussion on bw.com.

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