The emperor of social media and his new clothes

As AdAge is finally pointing out what should have been blindingly obvious, No amount of "Liking" or "Friending" means a thing for a brand unless it ultimately translates into actual sales. New media, much like the old, is a channel for communicating a message.

If the message is not seen, ignored or lost in the clutter then all the efforts at "engagement" are no more useful than the proverbial other half of advertising.