9 years ago, when I first joined in L’Oréal Group as a PR professional, what I saw my Marketing colleagues doing was paying media, buying advertisement and telling consumers who we are. Today, as consumers turn to social media to seek out beauty secrets, the industry is signing faces for their followings, not just their fame. (Why big beauty brands are courting social media stars) There won’t be any doubt to a marketer that run your social media campaign like your traditional media campaign and you’re likely to see more damage to your brand reputation than benefit and you’ll waste a lot of money doing it. (16 Differences Between Traditional Media and Social Networking)