For all those who think social media is the end all, be all...

An insightful commentary about social media by a gentleman who has created some of the most legendary brand-building ad campaigns. A must-read. 

http://www.businessinsider.in/Advertising-legend-Sir-John-Hegarty-explains-the-danger-of-opting-for-content-over-old-fashioned-ads-Oreos-famous-Dunk-in-the-Dark-tweet-was-S-/articleshow/52219964.cms