In today’s annual keynote address to the Technology for Marketing conference, Digital’s Danny Meadows-Klue explained why social media marketing fails to deliver. “Marketing has changed. Success in social media marketing means understanding the rules for engagement and the way consumers want to relate to brands. Most marketers approach the social web with the same philosophy they did in their advertising campaigns and that doesn’t work for this space. For the brands that understand the DNA of social media the rewards are great; for those that don’t, the risks are much greater.”