One of the best things about social media is that businesses can interact with consumers where they play. You have seen this in traditional means of advertising, too. You see billboard ads at events. You see advertising at the Winnipeg Goldeyes Games. You see advertisements on the LED screens at the MTS Center when you go to see a concert. You can do the same thing on social media but it is less obvious.
When you see a billboard or a big ad at a concert you know it is advertising. But when you are using a site like Pinterest, it is not so blatant, which makes it even more effective.