- The rise of ‘paid social’ and the decline of organic reach, particularly on Facebook, are having an impact on strategy, and it is becoming harder for low-budget campaigns to break through.
- Creativity is strongly linked to social effects: consumers are much more likely to want to pass along ideas that are original and unfamiliar, so creativity has become an essential driver of organic social reach as well as a facilitator of paid reach.
- Social strategies are most effective when they take a long-term view and focus on customer acquisition, not retention, and emotional appeals are more likely to...
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