The video below, staged by the Business Marketing Association (BMA) during their annual conference, should be shown to every business marketer alive. It’s an update on the classic McGraw Hill ad known widely as “Man in a Chair.”

I saw this a few months ago, but I was prompted to bring it to your attention by a tweet from Lee Odden – @leeodden: Audience Q: Where’s ROI of social media? My A: Wrong question. Social is a platform, not a tactic #pubcon

Marketing is, in my book, getting someone who has a need to know, like, and trust you – social media has become an important trust building platform, but you’ve still got to deliver the goods back at the ranch too!