Time Tech columnist Graeme McMillan asked Brian Solis for his thoughts on “broadcast” marketing in social channels and whether or not it would lead to “social blindness,” the social media equivalent of Advertising’s dreaded “banner blindness.”

The problem with most corporate social media strategies, according to one expert, is that they’re just not social enough, they’re actually anti-social, and that that will lead to “social blindness” and a downturn in overall brand loyalty if left unchecked.

Brian Solis, a new media analyst from Altimeter, believes that corporate social media efforts are “so anti-social that saying [the words] social [and] media together is like saying military intelligence,” and “are actually about to force people to start unfollowing and unliking [companies] en masse.”

The problem, he believes, is that most social marketing relies upon the old-media idea of one-way communication, which only distances the companies from their target audiences.