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A truism of branding – just because you can do it, doesn’t mean you necessarily should do it.
Meaning, you can extend your brand way beyond what it stands for or what makes it valuable to consumers.

Conversely, just because you are not comfortable with a media – specifically social media – doesn’t mean your company should not use it.

In a conversation with a friend who heads an interactive agency, he agreed that the hardest sell is a company CEO who doesn’t understand social media or believes it can be handled by some “interns.” We agreed such businesses are never successful at social media. It is a self-fulfilling prophecy. To their detriment.

Because of the amount of time spent on the Internet and the sheer numbers on a computer or digital device daily, it simply is a foundational media.

According to eMarketer, adults now spend more time with digital daily (just over 5 hours) versus television (4 and 1/2 hours).  In case you are trying to figure out how that adds up in a day, here’s how.  Over 50% are using a digital device while watching television.  And, this increases to  74% for smart phone users.   Televison viewing is not declining, it has held stead over the past four years.  Clearly, though, multi-tasking is happening at home, just as it does for many at work.

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