With the buzz out there, it’s easy to see why brand owners, marketers and of course the hotly contested social media experts, are extremely amped up about social, social, social but just because social is right in front of us doesn’t make it the only game in town. In fact, if you take a social only approach chances are you’re handicapping your campaign from the start.

Social media, while powerful, authentic and important only works if people see what you’re doing and that’s where advertising comes in as a symbiotic partner

The problem we see today is that people expect everything to just go viral. We’ve all be asked [told?] to make a viral video; to make a product get “out there” with sharing alone. The reality is that very few products even have a chance to “go viral”. For every blendtec or old spice is a thousand more brands with a good product that simply isn’t what people want to share around the web. That’s why on any given day the top 50 YouTube videos include one product related videos. Yup, one.

Advertising is the dependable version of viral

Instead of asking “how do I make this ‘go viral’”, which is something you can’t control or guarantee, you need to ask yourself: “how do I take something that is credible, authentic and trustworthy and make it get exposed”. This is why advertising becomes remains so important in an era of social media – advertising is your guaranteed source of visibility that insures success whether or not a viral pickup takes place.

Social Media changes how you advertise

Google AdWords, Targeted Banners, Lead Generation Campaigns, Facebook Ads. Advertising has been used to sell your brand’s value under your voice, with your credibility attached. Social integrates into this chain to make your ads authentic and stand out [at least until everyone gets on board].

Rather than saying “50% off on the Amazing Widget” say “50% off on the 5-star rated Widget” with quotes from reviews visible around the ad unit. Rather than a stock photo of actors enjoying their new RV pull in a video from your Facebook campaign of a real family talking about their experience with a link to read more stories. Bring the same transparency you have on your reviews, Facebook page, user community and other social features right out and into your advertising – the more real time and authentic, the better.

Product packaging is another great place to bring social to life and get in front of the customer. Think about two boxes with nearly the same product, one has a summary rating, an expert rating and a QR / RFID / short url link to read more reviews while the other doesn’t even have a mobile friendly site. Even at a higher price the brand willing to put it all out there is worth a closer look. Mobile has become far too prevalent to think you can hide or out impulse research, so instead beat the customer too it.

Don’t assume that simply because you have UGC on your website or social channels people are going to find it. You need to tell them it’s there.