This is just in case you’ve overlooked this brilliant (and really brief) lecture from Mark Ritson, a distinguished academic from Melbourne Business School and a marketing practitioner, on how brands are mistaken about the current role and significance of social media. They are definitely great places for people but not necessarily for brands, concludes Ritson. This is a also a critical thinking exercise how to confront common sense knowledge with real-world data (which gets you the notion why the world is actually socially-constructed). This lecture is for anybody skeptical or confused by the social media reporting on its importance for brands and brand communication. Great watch!