That article is almost unreadable. It's a just a collection of quotes from a panel, but not actually a coherent statement.
If we want to have a good discussion, here's a bold claim: "Social Media Marketing is a contradiction in terms." Social media implies authenticity, transparency, and a lack of message control by any central authority in an organization. Marketing implies the opposite: carefully manufactured information and promotional campaigns designed to sway a target demographic to take a particular action or adopt a particular position.
Hopefully, somebody will take me to task on that statement. Fire away.
Interesting statement Robby. To me, Social Media is just ONE part of a marketing strategy. I agree that it implies the qualities you state above which is why it cannot consume all of your marketing focus. Marketing must be a good mixture of both. There has to be some type of organization with management, but showing some transparency is also important. I think Social Media brings that transparency and slight ingredient of chaos that makes marketing more real to people.
I don't think the terms have to be mutually exclusive, although I see your point.
Just because someone is marketing a product, or themselves, to the public, doesn't mean that when the gloss is rubbed away, the consumer is left with worthless tarnish.
As a photographer, I try to market to people based on what I see as the virtues of my business: lots of poses, on-location service... That might be considered educating potential customers, rather than marketing. But, still, by definition, it is marketing.
Yes, I'm trying to sway someone, but my belief in my business and how it can benefit a person is certainly authentic; I don't misrepresent what I aim to do, so that's transparent. As for controlling the message, almost everyone employs discretion regardless of the message. If a woman says to a guy "I really want to get to know you better", those words come off as warmth and sincerity, but it's not hard to come up with other meanings that might be implied.