Has social media finally forced big advertisers to prioritize human relevance and building brands… again?

P&G will spend a hundred million dollars for you to push that button…

In the paper version of USA Today, writer Bruce Horowitz gives megabrand, P&G the “early gold medal for social media,” in regard to commercial domination at the winter Olympics in Sochi. Using You Tube views and number of videos made as criteria, so far the Cincinnati based company has garnered just over 27 million views and has “pushed” out 39 videos. Visa and Samsung are tracking a second and third respectively.

Horowitz adds “While each sponsor spends close to $100 million…just to flaunt the Olympic rings, and millions more on TV commercials; it is ultimately the social-media engagement that each sponsor tracks and relishes.” Wrapping up Horowitz’s article, Kevin Burke, the chief marketing officer at Visa is quoted: “Success is measured on how people engage with your content.”

Once again: eyeballs and videos!

Wow. That’s a lot…