Social Media – the new battleground of inane buzzwords and incessant hyping of how important it is for businesses to hop on the bandwagon … usually with a couple of high paid consultants hired to whisper sweet nothings in the ear of some CEO.

It is all about ROI of conversation based on consumer involvement as well as creating some kind of brand buzz. It’s all about getting your face out there on Twitter and Facebook so that you can be a part of some conversation around your products or services. It’s all about trying to find that magical formula that will help you increase your sales by making your business seem to be more human.

Is it really though?

Hugh MacLeod had an interesting post today where he talked a little bit about corporate PR and advertising in this new socialized world of communication.

Then I tell them, “You don’t create social objects by pulling levers; you create social objects by creating social gestures.” Then I tell them, “Virals don’t start life out as virals, they start life out as gifts. And gifts are always in conflict with their own