And so the Super Bowl is over, and more importantly the commercials of the Super Bowl. What do people watch? Still television has the most impact. Yes, the ratings of the networks are going down. Yes there is increasing fractionalization of the audience. But if you want to launch or promote a product of general interest (car, hamburger/food, beer, stock brokerage), the best place to advertise is still in the mass media. That is not to say the social media is not important, it is, but it might take months for a million views of even the most popular shared viral video on You Tube, and NBC’s Olympics is reaching 10 million, American Idol reaches 19 million, and the Super Bowl reached more than 50 million.
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Medialawprofessor 
Rick,
great post!
There will be a backlash at some point against the positioning of social media as a panacea for ALL marketing and promotional challanges.
Check this out article to see who really benefits from social media hype (it’s not brands or consumers)
http://www.siliconvalleywatcher.com/mt/archives/2010/02/dirty_little_se.php
Hi Rick,
Liked the post. Of course, social media is here to stay as an interesting part of the mix. Question: how do you calculate the relative value of Reach versus Engagement? You can reach a million on mass media, but are they as engaged as the repeat buyer who is telling her friends about the product?
Things that make you go, “hmmm” 😉
-Aninda