People would rather give up their e-mail than their social network. Brand Managers now share critical digital territory with and across social environments and regularly debate whether their assets and interactions should be housed on their brand sites, or on Social Media Sites.
The current opportunities in social media advertising look different from the early efforts and thankfully perform better, but perhaps the biggest change, the real evolution is the way we understand messaging in this environment and the expectations we have for this channel.
It has been observed that people now spend more time on Facebook than on Google, look to Twitter for real-time news and recommendations, and generally make their social networks the hub of their online existence. Considering the huge and growing volume of page views and, therefore, possible advertisement impressions available in social environments, the paid media opportunities simply had to reassert themselves.
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