Social media's emerging communications model
Carlos GrandeWARC Online
Of the many trends which have arisen to challenge existing models of brand communications, online social media is one of the most important.By publishing the report, "Social Media Futures - The future of advertising and agencies in a networked society", written by the Future Foundation, the UK-based Institute of Practitioners in Advertising (IPA) has joined a debate on two central questions about the phenomenon:
- Does social media require a new model for brand communications?
- If so, how can agencies put this into practice?
What follows is a...