Starcom Mediavest, 1000heads, LBi and the IAB – Agency views from Social Media: Beyond the Hype

Joseph Clift

Read Warc's report on client perspectives from Social Media: Beyond the Hype

Social media has had a seismic effect on the marketing industry. The reach of the major networks is simply too big to be ignored: Facebook, the world's largest, now has over 750m worldwide users.

But the arrival of social media has been surrounded by hype, with self-appointed "gurus" making big promises about the channel's ability to reshape brands' relationships with their customers. It was with the intention of providing some critical distance from these claims that Warc arranged its Social Media: Beyond the Hype conference, held in London in October 2011.