And Erez Lieberman, whose evolutionary graph theory is encouraging people to think about social networks in a different way: As an evolving population - says:
"In my opinion, as we get better at measuring what happens within social networks, I predict a lot more organised marketing efforts on social networks as well as systematic influence campaigns."
Yes, as mentioned in http://www.slideshare.net/joakimnilsen/walk-the-talk - it is not the self-interested individuals, but the rest of us that either adapt or reject what we encounter that really matters in the spread and ideas through populations. We need to focus on networks of trust.