Okay, I am definitely stretching looking to Dickens for ways to describe the current debate on social media's viability as an advertising and marketing medium. But you have to admit, it's almost impressive that with so many smart people looking at a singular issue -- how to best adapt advertising and marketing to work in social media -- that we still have such a wide range of opinions.
One of the great rubs against advertising and marketing within social media is that brands cannot control the environment; messaging could potentially be placed alongside some inappropriate content. Of course many marketers are starting to realize the rewards far outweigh the risks. Word-of-mouth and viral marketing are extremely effective, and empowering consumers to evangelize your brand can drive a high return on spend -- but what about that initial fear regarding location and proximity?