Sure. For me, the big difference is that social media is very efficient in that it allows you to focus on a certain cohort. You target people who will see the message, but some people will not see that message. The issue for me is that when you have television advertising, it's relatively open. A lot of people might be able to see it; journalists can report on it, and people who are not part of the government can raise concerns about it, if there are any.
The issue with social media is it's so narrow. Information can be made available to a small segment of Canadians and not to others to potentially take a look at, evaluate, and understand whether it's appropriate in their opinion.
It would be useful if we could find a way to say, “If you have a social media campaign, that information also needs to be deposited in some website clearing house that we can all consult.” We would know, at any given time, that these are the activities the government is undertaking insofar as communications activities are concerned, when it comes to social media.