Well, it's time to end the debate. It's not either or. It's "with"(in the words of Mitch Joel). The whole purpose of marketing through any channel is to reach out to your audience where they will engage best with your brand. If this is true than the debate should be Media versus No Media. The differences between Social Media and Traditional Media are no different than those that separate Television and Radio, or Newspaper and Billboards. All offer:
- Different levels of consumer engagement
- Some form of scalability
- Different execution strategies
- Different results
Radio didn't start out with 15 second product dumps and the online space didn't start out with a focus on click through rates. We have created this environment. Social Media is no different.
First find out who you're talking to. Then find out what you want to say. Then explore where you want to say it. Not the other way around.