What we know about social media effectiveness

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Social media platforms have become significant marketing channels combining high reach with the ability to target based on consumer interests and profile. As paid media channels, their impact can be maximised by using creative that is designed for mobile screens. Understanding how people use, pay attention to and are influenced by the diversity of platforms is important and can help marketers identify the best channels to meet the brand's objectives.


Social media are online communication channels through which users create communities to share information, ideas, personal messages, and other content (such as videos). They include social networking sites, video sharing...

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