If a brand wants to reach Facebook or Google audiences, they generally must go directly to Facebook or Google (YouTube influencers excepted). But the best course on Twitter is often through individual personalities on the platform, not through Twitter itself.
Proctor & Gamble put a bit of money behind promoting the tweet, but a brand pays the influencer (in this case a victorious wide receiver) for a “native unit” on Twitter. Facebook and YouTube keep brand access to their property under strict control, like ticketing at an amusement park, whereas Twitter is more of a state park that wants to make incremental revenue once you’ve shown up.
Cross-screen campaign measurement has matured to the point that digital-first firms like Adometry can reliably track the ebb and flow of audiences between television and digital channels (primarily search and social media). But even as these difficult measurement challenges are overcome, the creative and brand utility still lags behind.