Social Media Used to Slam Social Media...And Promote A Brand?

Hey all your social media strategists out there. It looks like you have a doubter in your midst. A man who goes by the name of Carlos Mandelbaum is featured in an Andy Rooney-style video that questions the social media notion that advertising is now all about creating brand conversations.

Lending some doubt to the fact (or not) this is just a guy commenting on social media as oppsed to a cheeky social media effort in and of itself, consider the following:

1. A search for Carlos Mandelbaum turns up nothing but these videos.
2. Well known social media/seeding agency ammo marketing is mentioned.
3. Comments to the video and suspect, at best: "Yet another brilliant insight from Carlos, a master brander if ever there was one. It is a shame that fewer than 200 have accessed his wisdom when it is freely accessible to all. Personally, I talk about brands all the time. But I do not and will not talk TO them."
4. The video ends with his email address which just happens to be an @me.com address, Apple's web application service.

Hmm.