that this is where they need to be spending a fairly large portion of their media buy. Some brands are moving faster. If you look at the P&G 'Thank you, Mom' campaign -- that is, at its core, a social campaign that is executed on Facebook marketing, but they're actually making their TV campaign social as well. It's a great example of really leveraging a social strategy, and knowing that's how people want to be connected to the brand -- through personal relationships. It's a matter of a brand finding its voice. Years ago, I remember having a conversation about whether anyone would want to see a social ad for a CPG like diapers. Well, it's not the diaper, it's actually what's in the diaper -- it's the baby, one of the most social things that exists. Every product that people use is social, but the creative challenge is figuring out what is social about that brand that says it in a way that is true to the brand's voice. What are the things that tell you you're doing the right things? The most important measure is reach and the accuracy of that reach: how good am I at reaching the people I want to reach and controlling frequency to hit the same person on a regular basis but not a hundred times? You want to build basic awareness and then constantly remind people who you are. So accurate targeting, reach and frequency is important, and redirecting messages to stay