New media cleverness is not a substitute for connecting with customers, said Tom Doctoroff, author of 'Twitter is Not a Strategy'. Doctoroff added that Twitter is a tool for dialogue with consumers, not a method to position a brand. He said social media is too often used for advertising 'stunts' that may offer no sales value to the brand and at the very worst can backfire. Doctoroff argues that Facebook offers a better value than Twitter because it is increasingly being used for broadcast purposes. Finally, Doctoroff said Coca Cola is an example of a company that mixes its traditional and digital advertising very well.

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