The limits of social media and the enduring power of TV

This report from the ARF's Re:Think conference covers the presentation of the anthropologist and author Grant McCracken, who questions the ability of social media to deliver culturally-embedded brand messages as successfully as television.

The limits of social media and the enduring power of TV

Geoffrey Precourt Warc

Just when social media thought it had secured its role as a marketing vehicle, along comes anthropologist, author and consultant Grant McCracken to question its power.

McCracken, who positions his consulting practice "at the corner of anthropology and economics", includes the Coca-Cola Co., Diageo, IBM, IKEA, Chrysler, Kraft, and Kimberly-Clark among his list of clients.

Picture: Dan Callazo

And, he told a session at the 2011 Advertising Research Foundation's Re:Think Conference in New York, "I have important news about the state of...

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