If brands don't want to miss a trick it's essential to complement traditional channels with social media activity
Only just over a third of brands (37%) combined paid social media ads with TV in 2012 according to a report out this month by media analysts Nielsen. Another analyst, Brandwatch, said last week 61% of brands are planning on capitalising on the power of so-called second screeners by tweeting during relevant programming.
As the Superbowl power outage phenomenon showed, this is just plain short sighted. Brands including Audi, Oreo and Calvin Klein launched tactical Twitter campaigns to capitalise on the 34 minutes when a power outage at the New Orleans Superdome stopped play between the Baltimore Ravens and the San Francisco 49ers.
