As social media moves into the mainstream, there is going to be a huge risk for traditional marketing managers to seize this opportunity and try to recycle old recipes which already stopped working a long time ago.

At best, traditional methods will lead to failure when transposed to social media; at worst, there will be attempts at “infiltrating social media”. As I have pointed out many times, this is an absolute no-no.

More than ever, it is time to remind people of the fundamental rules of disclosure, of which Andy Sernovitz and SMBC are rightfully so fond. Besides, the FTC is now ensuring that this kind of malpractice is made illegal (in certain Eureopean countries like France, “infiltration” techniques have already been deemed illegal, online and offline).

There has been a natural tendency to work with limited or even very limited social media teams in the past.