Destination sites are not sufficient

Over at MediaPost, Joe Marchese, discusses marketers involvement in social media. The article references an extremely comprehensive piece on Widgets in AdAge byBob Garfield  which is an excellent read. The core of the argument being that visitors are spending much more time going to Google, Yahoo and Facebook rather than to destination sites. Brands have to balance a destination site strategy - ( where most of the audience comes in via SEO (search Engine Optimization), SMO (Social Media Optimization) and other search programs rather than via bookmarked and typed in urls) - with distribution and syndication strategies in order to reach target audiences no matter where there are hanging out.