I love that you threw out 2008 vs. 2015. If I had to sum up what has changed on social media in that time, I'd say: Everything.
And by everything, I mean: what the platforms are, what they do, how people use them, what they measure, where people use them, and then add on every et cetera in the world just to help make the point of this paragraph.
From a brand perspective, the most significant change is measurement. We've moved from reporting followers, likes, and other less meaningful statistics to measuring sentiment and sales lift with partners like Nielsen and Millward Brown. Being able to track the sales lift from a Facebook content series means that brands and their agencies can answer the question: What does this really do for our business? Does it help us achieve our KPIs?
And when social media marketing is done right, and the measurement shows significant sales lift, it gives everyone involved the data they need to make even more significant contributions (of focus, money, and time.)
TV, print, and outdoor advertising, the examples you mentioned, all had existing and accepted models for measurement. Now, social does too.
And as far as my Twitter picture... I put my newspaper on one arm at a time, like the next guy.
*Editors note - If you, or anyone else in your household is uncomfortable with bad puns, or jokes that fall flat, I highly suggest you read a different conversation!
Thanks so much for joining me, i'm really excited to "geek" out a bit about agency life, breaking new ground with corporate giants (or I should say Jets) social and new media trends etc.
I'm really interested in how corporations, specifically some of VaynerMedia's higher profile clients like Pepsi and GE are thinking about new media in 2015. I remember when I started working at an ad agency in 2008 on the digital team, we were almost an afterthought for our clients and colleagues, our team even sat in the back corner of the office! HUGE portions of budgets were allocated to TV, Print, Outdoor etc, while the table scraps were given to the Search and Display teams.
As a "Social first digital shop", are you seeing your clients more comfortable with putting real budget behind digital/ social platforms, maybe even ok with the fact that the reporting they receive is not measured in banner clicks and direct sales, but in the harder to quantify follower growth, and social share metrics. Does your team have specific tactics to guide and educate your clients to a more comfortable state.
Also, I have to ask about your twitter profile picture (below).
I see bare shoulders, and a newspaper. Fair to assume you are giving us a sneak peek into you morning/ post coffee routine, and if so...why :)