Over the past few years, we’ve seen a significant shift in the way brands utilize social media. It’s no longer simply about brand awareness, or even community building, though those elements remain foundationally important.
As companies have built out their social media teams, the tools those teams use mature, and best practices have been honed. Likewise, social marketers are expanding the possibilities of what can be achieved. In fact, social is no longer treated as an exploratory endeavor—it’s a critical component of any marketing program and is expected to drive real value for a business…
