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What new technology does do of course is to make it possible for great marketing to be amplified faster and broader than ever before. But in the same way word-of-mouth chat down the pub about your new ad was a bonus, not a central part of your media plan

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pologised, and promised never to repeat the mistake, but the image of market research in general and Nielsen in particular will take a long time to recover.

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Of course he's partially right, but missing the point, especially in overestimating people's willingness to participate.

The human condition means that we are mainly passive and this is true with social media. We prefer to watch others do the action. Lady Gaga's FB page is all to do with broadcast and is not seeking engagement. Every time She posts on FB 39 million people who chose to like her page will see what she's got to say - VERY POWERFUL.

Social Media is all about brand elevation and making sure that those who have chosen to watch are engaged.

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1. You make the assumption that social media = digital social media.
2. There is life( effective engagement techniques) beyond TV and digital social media . ROI of WOM marketing using influencer advocacy ( 80% of which is offline) is well established by tremor and bzzagent. Infact Dunhumby bought bzzagent in May 2011. Go figure why ??
3. There websites have solid case studies backed by 3rd party data that prove ROI.
4. We have also conclusively proven ROI of advocacy marketing in China via a Procter style Pre and post tracking in test vs control, backed up by sales data.

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