There is a difference between social marketing and just being rude...
However I really do not like seeing marketers using a few techniques that put the whole IMers on facebook etc to shame.
Case in point
Guy uses the tagging function on photos to put a whole pile of famous people's names in them that others will link to- JUST so people who have that person on their friends list has their post come up as a newslink
it's dishonest and it doesn't add any favours...
don't do it if you want to be a respected marketer....