Dedicated social-media silos? That's the last thing we need.

Advertising Age, June, 2009 by Bloom, Jonah

Byline: Jonah Bloom

You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts.

Every time an apparently foreign object is identified in adland, it seems the inhabitants split, roughly speaking, into two partiesthose who fear the foreign body and those who are excited by it. The excited annex the object and create their own nation around it. The fearful homelanders breathe a sigh of relief and go back to doing whatever it was they were doingalbeit with just a few nagging fears about the ambitions of the fledgling country being built next door.

Before digital media it was media planning; before media, it was direct marketing. And if we want to go back...

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