Where does social media and mobility fit into the mix?
MF I think social medium platforms really deliver on the play. The magic of those mediums is they’re super-simplifying the message. It forces business owners to be very articulate in what their value proposition is to the consumer – and then get the play right to give them a fun and engaging way to experience it online. Twitter and Facebook are consumer driven properties. When a brand enters that space, they need to understand the dynamic of that space in order to participate successfully. One of the things we counsel clients on is that you just can’t dabble in the social media sphere. It’s not a tactic, it’s a platform where you can put your brand on a pedestal and have consumers interact directly. You need to understand how that works – what the key influences are – the same way you would evaluate a media plan 10 or 12 years ago. JG The world of traditional media is by no means going away. We now just have a broader sweep of platforms to engage a consumer. So it’s not like social med
