A number of brand case studies and research papers are showing online conversations do not mirror what people are saying offline about products. In fact, human behaviour is entirely different offline to what the social buzz monitoring tools suggest. That spells trouble for an entire industry built on a belief that social media changes everything for brands. It's not a revolution but just another channel, say the social media contrarians.
One of them is Paul McIntyre. In the new print issue of AdNews, out today, the editor in chief speaks to the head of PayPal in Australia Adrian Christie, SMV's John Sintras, Suncorp top marketer Mark Reinke and Social Soup Founder Sharyn Smith about the signal, the noise and what it all means for brands.
In response Havas boss Anthony Gregorio suggests those who think social media has little value for advertisers are the king Cnuts of industry. His firm did the cover too.
Meanwhile Google, Facebook, Twitter, OzTam, the IAB, Nielsen, Ipsos, Roy Morgan, Commercial Radio Australia, Val Morgan and MCN give their views about where cross platform media is headed. It's going to be a very busy year for all of them.
Also in this issue: Stephen Loerke; head of the World Federation of Advertisers on how marketing will trump public affairs; BWM's Paul Williams on the long road back from Telstra; How Australia is missing a big opportunity for the Asian dollar; and John Steedman's having that deja vu feeling.
Plus Jules Hall and Simon Lee, Ben Coulson, Nils Leonard, Darren Moran, Richard Bullock and Jim Robinson give more creative insights than you could shake a stick at.
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