With all due respect, I believe your somewhat off-point. While direct response can be very important, even primary for some advertisers, it isn't the only consideration.

The recent post you cited by Socialnomiocs’ author Erik Qualman is a prime example of how digital people need to mature in their understanding of brand management. Although he may be a Social Media expert, he showed himself to be somewhat naïve and foolish when it comes to basic brand management issues.

See here: http://www.digitaltonto.com/archives/314

- Greg