The new marketing mindset (the one that works so well with social media tools) is one in which marketers recognize that the rules have changed. The game hasn't changed, but the rules have.
Attention is still the name of the game. Marketers need attention for their products and services today just as much as the ad agencies did fifty years ago. They way to get attention, however, has changed a lot. Whereas it used to be enough just to tell people what you did, it just doesn't work anymore. There's too much competing for their attention. That's why marketing (or attention getting) isn't so much about being louder than the next company, but it's about earning attention from the people you want to reach. Earning attention, then, is based on providing value to people because they inherently give their attention to the things they find valuable.
In my observation a lot of traditional marketers have still not made this mental transition, but the Super Bowl is the one time every year when they do get it. The Super Bowl is about entertaining people. It's the only time of the year when viewers give their attention to the advertiser with a simple request: entertain me. The viewers are essentially asking the advertisers to prove their value.
The difference between the traditional marketer and the marketer with the new mindset is that traditional marketers think consumers are asking that question one Sunday a year. Marketers with the new mindset recognize that consumers are asking the question every day. It's a simple equation: give me value and I'll give you attention...I might even tell people about you. That is the new rule in the same old game. Google, CareerBuilder.com, Snickers and E-Trade got this. You can too...every single day, not just on Super Bowl Sunday.