• by Joe Mandese  @mp_joemandese, May 17, 2012

Social media may not be the viral activating platform that some marketers, agencies and certain social networks suggest it may be.

Posting a branded video in and of itself, without any other strategy to get people to discover, get excited and pass it along, may not generate much if any interest on a brand marketer’s social media page.

Speaking on OMMA Video’s “Feeding the Beast” panel, Touchstorm CEO Alison Provost characterized it this way: “The posting and praying thing is not working for a lot of people.”

Panel moderator Shira Lazar, host/exec producer of “What’s Trending,” put it another way: “It’s like watching paint dry.”