There are many social media theories flying around these days. It's new (comparing to traditional media) with a unique point of "participation" from outsiders, hence it's so interesting.

More and more companies give social media increasing weight in their marketing mix, due to the nature of the brand and products, the approach varies to certain degrees.

If using B2C or B2B business as example, B2C services try to leverage the spirit of the consumers, or say evangelists. On the other hand, B2B services use more of their own staff to keep the momentum.

Last night ABC show “Q & A” was very intensive; I guess the panellists and audiences all got quite excited.

They should know how to invest money, right? Bank of America doubling advertising spending on digital platforms with goal to create stronger and more personal connection with consumers. In other words, they will use increase use of social media and move away from traditional advertising in TV and print.

Head of Marketing Claire Huang said "We're not abandoning any of those forms of media, but we're realizing that digital not only allows you to provide information, you can have real, live connections. It's not just a flat little square box you have two seconds to look at."

McKinsey has argued that marketers need to "hit the reset button" if they are to derive the maximum benefits from digital media. As the company advised using traditional techniques to attract shoppers during the consideration phase and in-store promotions to "sway" them at the point-of-purchase are already out of date. When social media, user-generated reviews and price comparison services are empowering consumers, who are also increasingly keen to engage brands in conversations.

I bet you have read the news from everywhere in the past a couple of weeks about Nestlé, the food giant, has come under crucial pressure on social media sites like Facebook and YouTube regarding its sourcing of palm oil in Indonesia, showing how these platforms are changing communications.

As all the big brands value most, is the consumer insights. Companies spend millions of dollars on focus group, online survey, interviews, so on and so forth to try to listen what their consumers are talking about.

Can social media be successfully leveraged? Just ask JetStar.

Airline giant will move 40% of their marketing and advertising budget, worth $25 million per year, on online and social media. There is no surprise in their decision to accept online and social media as being better solution to leverage ticket sales and specials by JetStar. Surprise is quick move from 5%, percentage that as dedicate to online last year, to 40%.

Today’s AdNews published one article about the hype of social media (http://www.adnews.com.au/adnews-news/telstra-social-media-demands-commit...). Telstra’s executive director of relationship marketing Karen said social media is a courtship not a one night stand. I have to nod constantly and say “yes” & “yes” to this statement.

After 23 years of running ad on Super Bowl, in 2010 Pepsi decided to pull out and forward US$33 million to communities, new projects and social marketing campaigns.

This is just another example of companies aware of today’s movement in media investing in sustainable solutions. Why spending budget on 30 second spot when you can invest in social media that will build brand awareness for a longer period and boost consumer engaging with the brand.