What marketers should expect as social media grows up

Oliver Feldwick

This article takes a look at the development of social media - from innovative and experimental to mainstream and established - and asks whether it has delivered on its promise.

What marketers should expect as social media grows up

Oliver FeldwickCHI & Partners

Like all innovations, social media will take time to mature. As a marketing tool, it has moved from being innovative, anarchic and experimental, to mainstream, established and stable. So has social media delivered on what it promised? And will it?

It was only a couple of years ago that the world was abuzz with talk of Web 2.0. The social web. It was an optimistic place. The powerful network effect was going to connect people and create a fundamentally new way for companies to behave and...

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