I totally agree your way of thinking. Marketers must understand that social media strategies are for long terms. They must bring something new. A few understood this but many did not yet. That's why I think we need to help those companies.

I agree that companies should definitely use it more, but in a smarter way. Some of them just want to be on facebook or twitter for the sake of it, to be cool or trendy, but don't really understand and assimilate basic principles of social media optimisation.

My only fear is that companies might overuse it and turn online communities into real ad polluted places. I don't mind some publicity, but to a certain limit.
I don't know what you guys think?

Anyway, keep up the good work Brieuc!