Ongoing question: how free is social networking?
Nissan had no budget to release the Rogue -- so they chose viral. But let's be honest here. How free is viral? They still had to produce the video (a couple of hundred thousand dropped there). They posted and tracked (hours and hourly fees). So when all is said and done -- the off hand comment that "social is free" means we didn't pay for ad space.
Social provides a convenient space for posting. The production of that posting still needs to be considered in the equation.
Be smart -- use social media, but understand the budget implications.
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