• by Laurie Sullivan , Staff Writer @lauriesullivan, January 26, 2010

Automakers spend hundreds of thousands of dollars on campaigns only to throw them away once the message cycles through. The thought,these days, has turned toward building out power distribution channels in social media.

Evidently, microsites are out, so 2009, according to the panel at OMMA Social. So where are we going? I've heard that brands don't necessarily know how to develop content. (Really?) Well, that's according to some on the panel. Dave Armon from Context Options suggests pulling out a Flip camera and shooting a video. Create a coupon and stick it on Facebook because if there's no value on the page the eyeballs will go away.

Social media enables advertisers to act more like broadcasters. It costs little to create content for social media sites.