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"Groupthink" is a natural human frailty--intensified in a mass culture and by global communications--and marketers are no more immune to it than anyone else. (Witness the many marketers constantly quoting Seth Godin's latest blogpost. OK, that's fine; but how about looking into other brilliant thinkers who aren't big brandnames?) The froth and frenzy about social media has become almost masturbatory; and many of the most fervid advocates have never actually worked as a marketing manager with the job of evaluating and integrating social media into a full marketing mix. I'm lucky, though, to have had that experience, with good results. For that reason, I feel it's time for some sm advocates to take their chatter down a notch and *listen* more closely to the marketing and brand managers who need "ground-level" support, not the latest quote from Seth Godin.