Social media is by now a well-used marketing channel, but it shouldn’t be considered in isolation, or as a cure-all for a substandard global marketing strategy. One of the most effective uses of social is to integrate social media touchpoints throughout the customer life cycle, highly coordinated with other media and channels.

This report outlines why and how marketers and business leaders should think of social as a vast and varied landscape, rather than a two-dimensional, single-channel tool. It addresses how to use social media strategy and tactics to enhance the rest of your marketing programs, and how to look beyond marketing to contribute to broader business objectives.

What You'll Learn

  • Why social media is a strategic tool, not a panacea
  • How social insights can contribute to your organization beyond the borders of your marketing department
  • How social technologies can help companies embody authenticity and empathy, and solve customer challenges quickly