Is social media replacing the FSI?

Brands are spending big bucks in social media marketing to create engagement, awareness, consideration, even brand preference. Yet news from an article in eMarketer this week shows us that the majority of folks "are comparing prices and talking about sales and specials with their social network friends and followers."

Combine that with the rise in digital and online coupon usage and it makes me wonder if branded social media engagement is quickly becoming the new FSI.