While I'm not sure why it took me so long to put my finger on it, the key to understanding social marketing is this:
Since the '50's, branding has been the most prolific force in human communication. Running into an advertisement was easier than running into another human being. Today, that's not true anymore. Through resources like Twitter and Facebook, people can reach a consensus about a product or person outside of traditional branding efforts.
Nowadays, people don't need the slogans to tell them how they relate to your product. Their community will tell them, and their community means more to them than advertising.
To stay competitive, you need to be relevant to the communities you're trying to reach. That's what resources like blogging and tweeting are for, in a nutshell.
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