• by Erik Sass , Staff Writer @eriksass1, August 18, 2011

That's the prediction from Justin Kistner, who also believes that paid social advertising will dominate in the future -- simply because most marketers aren't very good ("suck") at publishing good content in a timely fashion.  That's interesting -- but it also seems like an admission of failure by marketers, given the earlier conventional wisdom that "real" content was the only way to engage consumers in social media, because anything smacking of corporate messaging would strike them as "fake," "inauthentic," etc.