Understanding social media will not come from social media as much as it will from books like Strategy And The Fat Smoker, which I reviewed today. Why is that? Because link love and traffic spiking tend to be the modern equivalent of super sales, distress advertising, and forced productivity. Or, for recruiters, I suppose it is the difference between filling a job opening and developing relationships with either the employer or the candidate. Both can work, but over the long-term, a relationship is better than a short term transaction. Maybe. As many of you know, I only hang out with recruiters and do not practice in the profession. Where Strategy And The Fat Smoker comes in is reminding us that the increasingly fast-paced world of random transactions, especially those that occur online, is secondary to sustainability and added value. At least, that is what I think. But then again, I avoid the temptation to super size my fries for lunch everyday.