You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Chasing Fast Revenue, We Miss the Great Promise of Social Media Old Campaign Tactics Won't Cut It; the Focus Must Be Content-First By Ian Schafer, Published on June 20, 2013 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.