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Here is something to think about. Consider two brands in the electronics category. Brand A has clearly defined technical superiority, a 30 year + history, as well as dominant brand awareness and distribution at retail. Brand B has an entrepreneurial bent, clear brand positioning as a 'cool' challenger brand, secondary retail placement and is a smaller business. Brand A spends 10x what Brand B spends in marketing. Brand A focuses on traditional media; print, broadcast and newspaper. Brand A spends on digital; display and PPC. Brand A spends $0 on social. Brand A spends zero time on social. Brand A has not one person assigned to social. Brand B spends $0 on traditional. Brand B has six full-time employees dedicated to social. Brand B is measuring the efficacy of their investment in dollar based ROI. As I approached the display at retail featuring both brands with questions regarding respective effictiveness and quality, I couldn't find an employee to discuss (brief note to thank our nation's wonderful electronic's retailers 2010 ' topic for another time). So with no in-store sales assistance, I took out my mobile, queried vark, and asked each brand's respective social presence, Facebook and Twitter specifically, and got perspectives from my own social network. I immediately received feedback from each of the brands. One gave me their feedback through lack of response. One responded back immediately. The feedback was clear, appeared honest and open to me and most importantly, was provided in my specific time of need. And that, was the difference maker. 10 minutes from start to finish, I left with Brand B. So, Brand A spends 0% of their budget on social and Brand B spends almost 100% of their budget on social. Someone is making a poor decision'?¦I have a thought on which. Brand A is in a castle under attack worrying about keeping the castle, while Brand B is building a bigger castle right next door. Welcome to the neighborhood.