Social media is not a threat to marketers

I know more than one marketer who is very concerned about the emergence of social media. The article The End of 'Command and Control' Branding in Technology discusses why the so-called "new media" (I hate that word) types and such formats as RSS feeds, blogs, podcasts, video,
communities, "microblogging" and other emerging forms of social media are not threats to marketers. It sounds like a good theory right now, but if Google begins to favor social media sites full of user generated content over traditional websites? To read the article, click here.