Global Property Marketing and Social Media - Last week, Criterion Global attended an event on digital media hosted by GEMA, the Georgetown Entertainment and Media Alliance at the Princeton Club in NYC. The discussion took the pulse of a bifurcated digital community: on the one side, analysts trying to monetize new social media, and ambivalent old school advertisers on the other. Succinctly, Michael McCracken of UGO Networks said, "Advertisers do not know where to spend their dollars," they are overwhelmed by new offerings, and lack criteria to make effective choices. In the property sector, real estate, hotel, and casino marketers have little time, budget, or patience to experiment in new media when the bottom line is, well, the bottom line. Ever-cautious property developers are right to wonder: can new media replicate its successes predictably, reliably, and cost-effectively? When will new media be reliable as an investment in our brands, rather than an experiment? The more marketers contemplate these issues, the more it is clear: in the paradigm shift from traditional media to the new, old school marketers are asking all the wrong questions.