David Meerman Scott does a great job explaining some key fundamentals to social media marketing. I agree with a lot with what he says, although I think he should touch on what type of people to reach out to and how much hard work can go into a marketing campaign until it works. I see where he is going with the webinar and the goal of getting businesses to wake up from dumping money in traditional media. But as a business you must also learn best practices and measurement techniques so you can learn what works best before getting too deep. HubSpot provides outstanding measurement tools, but delivering the message will be up to you or your marketing agency.