"There is only one thing that breeds success, and that is passion."

And when you've learned to fake that...

Seriously, though, he doesn't make any concrete suggestions about what SEO/SMM should be replaced by -- just "hire an internal evangelist" and get passionate, with a mention of personal branding (which links to an article which seems distinctly anti-personal branding). The article is like a mini-Cluetrain Manifesto, without the timeliness.

I wrote a lengthy piece for my boss a few years ago, detailing how to improve our websites and content for SEO purposes, advocating the use of blogs, social networking sites, etc, etc. Response? None, just "thanks, maybe we'll talk about this later." Then he went off and quietly hired some dodgy SEO company to artificially inflate our websites' rankings. He was faced with the choice of following something which was (to him) new and outlandish, or taking a safe "bet to nothing" (on the SEO company) for a fixed sum of cash. I'm fairly sure people like him will keep SEO specialists in business for a long time to come.