TV blog says social media doesn't drive audience to shows

While I've wondered aloud for quite a while about the lack of research showing online advertising works, I've found some on social media that casts doubt on it's effectiveness. A MediaPost blog -- TVBlog -- had some disappointing words for those looking to the Internet, especially social media as a way to cut costs, saying "Despite the hoopla about social media driving interest in new fall shows, network marketers probably shouldn’t abandon thick inserts in entertainment magazines or planes tugging banners over beaches. Not to mention cut back on their on-air promos. Which is a bummer considering using Facebook and Twitter is a lot cheaper than buying glossy pages or hiring pilots."

Sometimes you get what you pay for.