All media are social:Contextual media planning
It is now possible for marketers to do "social planning" for all media by reaching consumers in social contexts to enable the sharing of ad content. Research reported in the Journal of Advertising Research has shown that one in four consumer conversations about brands involve consumers talking about the content they have seen in paid advertising. These conversations—90% of which occur offline—extend the reach of paid messages through the earned media of word of mouth, while increasing engagement with brands and ad content. Marketers have a much greater chance of their content entering consumer discussions if they reach consumers when they are most apt to be in a social context.