The Social Brand bug crawled up Doc Searls’ (Cluetrain co-author for you Philistines) butt and inspired him to say the right thing about brand being for cattle and breweries. I now have a new acronym to go on the wall along with NMDB: SEFTTI.
“As for social media, all media now need to be social. Mediation is between humans, some of which are inside companies. Hence, “social media” as oxymoron. Sort of, anyway.
“Meanwhile, lots of social media types are talking about brands and branding as if these were new and hip things. They’re not. They’re heavy and old. We need to move on, folks. Think of something human instead.
“When a friend came back from SXSW recently, we talked about how, at the show, it was “social every fucking thing there is.” The term SEFTTI was thus coined.”