Social’s Limited Marketing Might

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Social may have established itself as a brand-building requirement, but — as some marketers have learned the hard way — it can’t replace other channels yet. “Brand-building strategy and social strategy are inextricably intertwined,” according to Forrester analyst Tracy Stokes. Yet, “social efforts do not represent a stand-alone solution and need the scale and consistency of paid and owned media.”

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