OK, soon I'm going to jump to another topic, but I just found two more interesting items on the topic. First, here's a fun little video from a German ad firm illustrating the challenges that social marketing is trying to address:
A short history of marketing from Michael Reissinger on Vimeo. (Sorry, but the video that I inserted was taken down from Vimeo for some reason. However, I found it here, as well.)
Second, John Kembel of HiveLive posted his thoughts on what's in store for enterprise communities in 2009. I tend to agree with his comments, but I would add one more trend:
6. Social marketing companies must make money.
In the current economic climate (and related venture capital environment), marginal business models will perish. This situation will not change dramatically any time soon, so social marketing companies must prove that their firms are sustainable. In other words, they must make money. I would not be surprised if half of the social marketing companies currently in existence are no longer around in January 2010.