It stands to reason that caffeinated folks are unusually active on social media. Gevalia can only hope that's the case this Saturday when 3,000 so-called consumer advocates host parties in their homes, inviting guests to taste various coffee options from the brand—and then hopefully post away via Facebook, Twitter, YouTube, Pinterest, etc.

The vendor driving the offline play is aptly called House Party, Inc., a company that's been working with Kraft Foods—Gevalia's parent—for a few years (not to be confused with " target="_blank">House Party, the movie). In other words, it's not a new concept, though it's the first time the b-to-c and b-to-b coffees provider has given it a shot. And with the explosion of social media, particularly Twitter and Pinterest, this relatively seasoned idea continues to evolve (witness " target="_blank">Jennie Garth's recent foray).

"It is a great forum

The discussion was prompted by Stefan Tornquist when he asked, “What are the internal, organizational challenges to Integrated Marketing?”  

Here’s a wrap-up of our collective response:

Too many large organizations are using incentive structures that foster (dis)integrated digital marketing by issuing bonuses to individual teams based on the performance of the marketing channels they are responsible for.  

Because each team (search, social, email, display, etc.) must prove their own channel’s performance for compensation, they’re thrust into internal competition and left to seek metrics and attribution models favorable to their particular channel. This creates both operational and data silos.

As Tom Cunniff put it,  "each data plume creates more smoke to hide behind”.  

He cautioned marketers to “beware of glowing reports, because everyone has incentive to make it look great” and joked that you’ll find “everything’s working, but sales are down!”.  

While the joke brought laughs, it highlighted a serious organizational flaw that introduces a channel bias

Are people buzzing about all those Web video series rolled out during the NewFronts? It's hard to say. The industry is still miles away from a Nielsen-like overnight rating equivalent, despite its digital nature. And tracking buzz for TV shows is an inexact science, so gauging Web shows might as well be alchemy. 

Still, we took a stab at it. Adweek provided Unruly Media with a random sampling of shows either introduced at the NewFronts or recently rolled out by the big Web video players. Here's the list we supplied:

—Ricky Gervais' new YouTube channel

—AOL's Little Women, Big Cars Season 2

—" target="_blank">The LeBrons Season 2 trailer

—AOL's &list=PLmK3amy7CGfE57qbP7OIwugbd5hhqJODn" target="_blank">Fetching

—AOL's Candidly Nicole

—Yahoo's Burning Love Season 3

—Yahoo's &list=PLD46DA6E135919BE0" target="_blank">The Fuzz

—Blip's Hipsterhood

—Sony/Crackle's " target="_blank">Comedian in Cars Getting Coffee