Still, if the way a brand gets noticed in social media increasingly depends on its checkbook, this seems to mark a new phase in the evolution of social media. Are we seeing the passing of the era of earned media so soon? Is Facebook now like television, putting challenger brands and small brands with limited budgets at a disadvantage against the brands that can invest liberally to get their messages distributed? And can we say that earned media is, in fact, earned if most people see it only because it is paid?
blog comments powered by Disqus