Advertisers view social media as important because online they can seek out people who have an affinity for the brand and engage them in a meaningful discourse that lasts longer than 30 seconds. Many times these people pass along information to their friends. Online tools give marketers the ability to track the “pass alongs.” Communication can be more frequent and the consumer can share with the advertiser information such as what other information they would like to have and what actions they would like for the marketer to consider.

Pepsi’s Big Gamble: Ditching Super Bowl for Social Media – ABC News.