again, my point is not to say "forget the bloggers, move to power users". My point is just to say that when you look at so many social media strategies (sic) not so many of them embrace new usages by real users.
The former "working" marketing model is still alive, of course; look at any fashion retail industry. But in the meantime, new channels rise, and you can't just deny them. The main difference is that these channels are mostly cultural; so brands must at least wonder if some elements of cultures shouldn't be outreached.