Some things are fads and some things are merely nascent, and rare is the marketer who can tell the difference when it matters. Who among us did not pitch facebook concepts to advertisers who’d never heard of it, didn’t understand it when you explained it to them, and didn’t want to be a part of it when they did understand it. And then Aaron Sorkin writes a movie and Mark Zuckerberg tours Wall Street, and suddenly every CMO is screaming that they wanna be liked.

That’s why books like Carmine Gallo’s “The Power of Foursquare” are appealing — because they provide the kind of down-to-earth…