The many faces of social media: Insights from Ford, Estee Lauder and IHG

This event report discusses how companies including Ford, the automaker, Estée Lauder, the cosmetics company, and Intercontinental Hotels Group are using social media.

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...

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