Don’t be too quick to dismiss Gary Vaynerchuk’s views on the impact of social media and social media’s ability to integrate directly into CRM and/or POS. You can’t get more accountability than POS results. TV still has power, but the flaws are adding up. However, consider how a global advertisers target their brand’s core customer? Buying broad demographics groups A18-49 or A25-54 is archaic and ignores what brands understand in ethnographic studies and real-time research where actions, comments,sentiment, and word-of-mouth offer valuable feedback.