A "delicate balance": Visa connects social media with its brand mission

Stephen Whiteside

Visa needs no further convincing about the value of social media to its brand – or to its business.

"We know the more engaged a consumer is socially, the more likely they are to rank our brand higher versus our competitors," Kevin Burke, the company's cmo/core products, told delegates during a "Marketing in the Digital Age" roundtable session at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference in Orlando, Florida.

"And they're also more likely to choose a Visa-branded product over any other kind … If they're more likely to choose a Visa-branded product that drives more transactions, which ultimately leads to a higher ROI."