Kinepolis: To media or not to media

Today, it is often debated whether it is better to use mainstream, or must I use 'traditional', media or the so called social media online for getting your message through. Though the question is not which is better, the question should rather be: what are you trying to achieve, what goals have you set, what targets are you chasing. Social media is all about talking, establishing a relationship with that customer, rather than just saying "here I am, have you seen me?". Social media can have their value, but talking is not always appropriate for a company or a brand. It all depends let's say, the big change here is that now, other than before, companies are choosing. Choosing whether to push, talk, interact, engage, listen or ... shout.