Report comment

I think the challenge is that big players don't need to utitise social media.

Using social media is fairly easy when you're talking to a small and often loyal set of consumers - you can get to know them and talk fairly informally. If your penetration into a gloabl market is significant, then talking on an individual level to consumers is very difficult and expensive.

The other challenge is that it's very difficult (even impossible) to track the ROI of social media directly. You can do it for TV, Print and other traditional channels, but I've not seen a reliable way of tracking the ROI of Social Media yet for anything other than a very localised campaign.