The social media era began in 2006, when Facebook first welcomed everyone over 13 and Twitter launched. We’ve been waiting six years now for some useful way of comparing the efficiency of traditional ads versus digital advertising. Such a method is now in sight.
When I say “advertising,” of course, I’m not talking solely about what marketers almost always mean by the word “advertising:” paid ad units, whether on TV, in print, on Facebook or anywhere else on the web. Paid ad forms have been measured and compared to death. But it is virtually impossible to find any study of the advertising impact of non-paid messages. Read more »