Easily misunderstood

More and more people are talking about the use of social media (blogs, email, video) etc. as "the next wave" of marketing.

It isn't.

It's just a tool.

It's just a really nice hammer.

Effective marketing is ultimately about connecting people around central ideas. 

Technology allows that connection to happen quicker then ever in human history.

But only if that connection has some sort of purpose.

And only if the idea you are trying to use technology to spread is worth spreading.

So don't fall in love with your tools.

If you don't use them properly they are pointless.