David Armano is a VP at Edelman Digital, and I never heard of him until today when I read his column in Advertising Age (9/21/09), p. 43.
But now, after reading his piece on “separating the social media snake oil from the vinegar,” I’m a fan.
His main message: Don’t think social media will save you, because it won’t.
“Anyone framing social media as the solution to the world’s problems is either drinking Kool-Aid or looking to make a buck,” writes Armano.
He acknowledges that social networking is causing a shift in the way we communicate. But, he warns, “don’t confuse shift with salvation.”