'Social media marketing' is completely useless – but it could be a lot better

It was going to be a glorious age. A pristine age. An age without advertising. Social media media was going to kill everything from TV commercials to display advertisements. People were going to 'engage' and have 'conversations' with brands instead.
Too bad it was completely wrong.
Someone might want to tell that to Adidas chief executive Kasper Rorsted, who recently suggested that the company is dropping television ads in favour of pursuing digital "engagement".
Who do people follow on social m