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Social media

Social media is a broad term for online communication channels built on community-based input, interaction, content-sharing and collaboration. These include social networking sites, video sharing platforms, blogs, micro-blogging platforms and messaging platforms. The biggest platforms have huge global reach and bespoke ad offerings. Social media provides an opportunity for brands to leverage the power of peer-to-peer recommendation. Platforms are increasingly competing for big brands' budgets due to their ability to offer highly targeted ad buys.

Key Reading

Important papers from across the Warc database

Warc's Seriously Social report is an exclusive analysis of the world's most effective social media campaigns by the pre-eminent marketing consultant Peter Field. The report includes guidance on types of social strategy and the various drivers of business results from social media campaigns.
Seriously Social
A guide to deploying social within a campaign's wider channel strategy.
Identifying the correct metrics to measure consumers' social activity and engagement during a campaign.
The proliferation of video is transforming social platforms into broadcast media.
Understanding the implications of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.
The IAB's guide on how to advertise on the seven leading social media platforms.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how Observator, a Romanian TV show, successfully helped increase the number of blood donors by removing the colour red from its program's RGB settings.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.
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Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.
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  1. Article

    This article, taken from the Warc Toolkit 2017 report, looks at the implications for marketers of the rise of 'dark social' seen in recent years through the proliferation of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.

  2. Article

    This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.

  3. Article

    This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

  4. Article

    This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

  5. Article

    This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

  6. Article

    This article provides marketers with information and guidance about combining TV and digital media strategies.

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