Deloitte's research is picked up here in a piece by Read Write Web's Marshall Kirkpatrick, who refers to an earlier WSJ article.
Blanket condemnation is good for headlines but is not 100 per cent true.
It would be more accurate to say dumb ideas and badly thought through strategies are a waste of money in social media (as Marshall illustrates with her Purina Cat Litter community, below), just like any other area of marketing or business.
As one of the comments says: Brands aren't the centre of the universe, customers are. Put the customer at the centre of every idea. If it doesn't work for the customer, don't do it.
Tags: Corporate Social Networks, Deloitte, Read Write Web