Yes, he’s a PR guy, but Edelman’s Steve Rubel has one of the better social media and marketing “predictions” pieces I’ve seen this season. His five ideas worth watching are exactly that. Steve argues that attention is often worth more than reach, but that most media buyers either can’t or won’t buy inventory that way yet. He makes a good case that brands can play a role in curation and thought leadership. I’m less convinced marketers should be platforms, but they should definitely enable their “content” to be shared and syndicated. For instance, I’ve heard compelling stories on how Bazaarvoice harvests user reviews on brand sites – that’s where the mavens are – and re-circulates them to retailers’ sites that otherwise might be overwhelmed by lowest-common-denominator opinions.