Collaborative consumption is, for the most part, about value, say many users and founders behind some of the most popular peer-to-peer marketplaces. But does it also represent a true shift in consumer behavior--or just a glitch on the radar?

It's worth taking a closer look at the issue of whether social media platforms are increasingly creating spaces where clients that once required massive media expenditures can now get exposure for free. The kind of exposure generated by campaigns like the Old Spice Guy only comes after a significant amount of old-fashioned media.

If brands are, in fact, improving their social-media savvy, then consumers should see it in their Super Bowl commercials and their social tie-ins. Otherwise, companies will once again miss a chance to strengthen their brand value in front of a captive audience of multimillions.

P&G's CEO says he's cutting his ad spend and laying off employees because of the efficiency of new channels like Facebook and Google. But the assumption that digital media is free is one that too many marketers fall into. Success in all marketing channels lies in the way you integrate them with one another.