Social Media Advertising Exploding

In AdAge:  A good opinion piece predicting the continuing increase of using social media to engage.   Suggestion is that a  battle will ensue between digital media and social media enabled agencies.   Its all about advertising vs using social media to build new kinds of engagement.  It is once again about the realm of context.  You cannot simply deliver old form advertising in a completely new context.   It needs to be retooled to make it work.