2. TV is pre-testable, Social Media needs optimization. Every social media consultant presents the wheel slide: listen, engage, converse, optimize. Or something like it. Basically it means: throw some spaghetti on the wall and see if it sticks. The good thing about TV-advertising is that it's 50 years old. We know how to test it. We know what people think and feel after they've seen it. We know how to deduce effects on sale. For social media, most of these things are still a mystery. If anything, there's too much data available through the social media monitoring tools. It is messy, labor-intensive and therefore expensive to sift through.
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5. TV dollars are measurable in both old and new metrics. Marketers love to see ROI numbers. In television ROI is calculated based on GRP's and impact on sales. This is by no means perfect, as it is statistical averages and not real behavioral data. Social media enthusiasts pride with the fact that you can get actual behavioral data from social media. Well... there's no reason you couldn't do that with TV ad's as well. You can go in and "monitor the conversation" about your ad if you want to. What you do with that data is then up to you, your analytics team and the guy wearing a Transformers t-shirt claiming to be a "social media expert".
Alright, alright... I wanted to troll out a bit, so don't take these points too seriously, but I do think Social Media is over-hyped and it gets away with murder because, well, it's cool. It's treated like magical pixie dust or a dark art where you need to have some secret special information to make it work. When in reality it is an extension of people's existing behaviors. Word-of-mouth existed before Twitter. People recommended good brands before the "like" button. TV and social media are not competitors, but compliments. They support each other. So instead of creating things for channels, like TV or "social", we should create things for humans.