Lately, I've read a lot about social media and their importance in marketing and building brands. Watching an ad for Maggi Soup on the TV just a while back, I questioned, "What would social media do for a product category like that?" Conversations dominate social media. Do people talk and build communities around Maggi Soup? I doubt. But do people connect through talking about bikes? Of course, endless conversations can follow.
For brands in certain product categories (especially FMCG), mass media could continue to play an important role. But what if mass media lose out to social media? That could bring to light the insignificance of these product categories like Maggi Soups and keep the sanctity of TV programming intact for purists :) like me.