The many faces of social media: insights from Ford, Estée Lauder and IHG
Low Lai Chow
Social media's transformation into a mainstream marketing channel has been uniquely rapid, but the speed of this development masks the fact it is employed for a diverse range of purposes, from entertaining internet users to generating insights, launching products and championing good causes.
Numerous global brands represented at Social Media Matters, a conference held in Hong Kong in September 2013, provided evidence of these varying initiatives in practice. And they also hinted at the future challenges to be addressed, including tying social campaigns to...