I agree with one of their main points in that social media is extremely important to build awareness and increase the visibility of your ICO, twitter, telegram etc,
The arena is so crowded now with ICOs everywhere and to try to bring yourself to the forefront will take more than just a great social media presence, you will need to have an actual solid project,
I think people are wising up to the fact now that chances are the latest ICO is a scam, but if you have some solid tech / tangible product ready to go this will greatly improve your chances of not only having a successful ICO but you will gain loyal investors that will not just dump their tokens/coins when they hit an exchange, instead because they believe in the project they will stick with it and ultimately these are the people that will make the project successful after an ICO, the ones that stick with it and spread the word not because they are paid to but because they genuinely see worth in their investment.