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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 Social Strategy Report includes a review of how social strategy drives effectiveness, with insights into the use of creativity, video and influencers, and practical suggestions on what strategy is most likely to work.
Social Strategy Report 2017
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.

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