Point of view: Fool's gold
Joe MandeseMediaPost
You no doubt know about the ‘social graph’, the term used by scientists - and the digital marketing elite - to describe a graph that ‘globally maps everybody and how they're related'.
Well, this month I'd like to focus on a homonym that I call the ‘social graft’. That's ‘graft,’ as in the English word used to describe something obtained in a dishonest or questionable way - because that's what I think may be happening as social media takes hold of Madison Avenue, and increasingly of conventional advertising budgets.
I cannot prove...